RT Posts entry on 10.21.09
Don't Forget User Insights
Crystal Merritt
In social media, the new “it” topic, advertisers are following the buzz and the growth curves of certain platforms or properties. But in planning, analytics and media, we know that users vary just like viewers/readers/listeners vary in good old mass media. We cuss and discuss this stuff over good coffee and crumpets all the time, and I recently ran across a few interesting tidbits I want to share with y’all. It’s a good reminder that audience insights matter and making assumptions can hurt effectiveness.
Betcha didn’t know that…
My point is that what was true before social media is still true now – audience insights matter. Your social strategy should reflect the audience you’re trying to reach.
Crystal has been uncovering brand opportunities and nurturing advertising ideas for 15 years. She’s worked on The Hartford, AT&T, Dr Pepper, Maritz, and Missouri Baptist Medical Center. Guiding principle: “An insight requires a creative leap. Without creativity, it’s just a fact.” Her Twitter handle is @CrystalMerritt.
