I was driving back from a meeting when I had a few bloggy thoughts … long drives in traffic and beating rain tend to do that to me! It was a good meeting – regular (I actually said that!!!) qualitative research project among IT students and professionals to understand motivations that drive them to join certain sorts of organizations in a highly competitive field, to figure out a strategy to draw them to my Client’s organization. As we were discussing the research, I suddenly felt – wow – this is the perfect case for a social media / new media strategy —- you have young professionals, in the IT industry, probably heavy users of the internet, a captive target audience that must be familiar with blogs, social networking sites, youtube and the like! When you think of motivations and drivers for this segment, how can you not think of The Influentials, who help them frame their opinions. Am waiting eagerly for my copy which is winging its way here currently. It would be neat to figure out who or what they are in the project I am doing. So somewhere midway in discussing sample definitions, I broke away and asked my client – do you have a social media or blogging strategy – you need one! She was interested I think, particularly since one of her marketing objectives is to build a powerful corporate identity in order to attract the best talent.
Now am hoping it’s a qualitative research +++ project!! Am beginning to believe any organization or brand that is targeting an audience that is ‘online’ must have a social media strategy. Social media is in-your-face today, no web user or surfer can really escape it.