If you look to the commercial sector as the source of inspiration, aspiration and confirmation for your marketing and communication efforts, take note. In the commercial marketing sector, when Proctor & Gamble speaks, it's not just listening that happens - marketing paradigms shift. P&G is known for its innovations in introducing market research to support sales efforts, pioneering sole sponsorship of programs ('soap operas') on radio and later television, and its focus on brand management. Here's an excerpt from Advertising Age's coverage of the American Association of Advertising Agency's annual meeting this week:
Procter & Gamble's Jim Stengel described a major cultural shift that is turning the world's largest marketer into a starter of conversations and a solver of consumers' problems rather than a one-way communicator. "It's not about telling and selling," said the chief marketing officer of the company that once lived by that simple mantra. "It's about bringing a relationship mind-set to everything we do."
...And there were plenty of references to the need to understand all such two-way, community-oriented technologies, as Mr. Stengel noted that his travels to Korea have shown him the potential for the "complete irrelevance of what we call traditional media."
Another credible 'reason why' and corporate model for you to use when explaining the need to get into the social media space to your colleagues, managers and funders.
A starter of conversations and a solver of people's problems - not a bad platform!