While it is true social media has emerged as a high value and measurable channel to connect with key audiences, its use should be viewed as complement (rather than replacement) to traditional marketing tactics.
I was reminded of this fact when walking the exhibit hall at the Satellite 2011 conference this week. Strategic Communications Group (Strategic) does a fair amount of work in the satellite technology market, so this was my 12th year at the event. You run into a lot of familiar faces on the show floor.
I'm always interested in the social participation of top-line executives and so make it a point to ask long-standing relationships where they are engaged online. My anecdotal findings: a few are active and participate in multiple communities, most are somewhere and a small group have yet to subscribe to social media of any type.
That's why participation at industry conferences continues to be a must. It allows you to cover a broader set of the market, and directly connect with prospects, customers and partners.
|Intelsat's booth reinforces its market positioning through bold creative, while filling a functional role with an area set aside for sales and partner meetings.|
|MTN Government Services leverages its relationship with not-for-profits to demonstrate commitment to a cause that's important to its customers.|
|This exhibitor makes its product the hero. A wise move for a manufacturer of satellite dishes.|
|Guys in ties! Couldn't resist slipping this photo into the post. My most important audience - my two sons.|