Synchronizing online marketing efforts

Traditional companies often have a hard time dealing with social media marketing – for many reasons. One of them lies in the difficulty of properly “synchronizing” their various online marketing activities. The following anecdote shows that in some cases public relations and marketing heavily disagree when it comes to chosing the right business partners.

Act 1: An online retailer is planning a PR event. The PR woman contacts me to tell me that this event is very interesting for my readers and that I should consider publishing a preview post. Happens all the time – but amazingly enough, in this case she was right.

Act 2 / different stage, same play: A couple of weeks before I had applied as an affiliate with the same company – they were listed with a large international network, the application itself just requires two clicks. Just a few minutes after the e-mail about the PR event (which was related to their product portfolio) and a? couple of weeks after my application I received the following (text-module based) notification:

Your application for the partner program ‘XXXXXXX” with your URL-account ‘datenschmutz blog' unfortunately was denied.

Possible reasons:
* Your site does not meet the merchant's content requirements
* Your site is in an unfinished state or is not working properly

Indeed… the second argument is very true: my blog will never be finished, it's an ongoing project :mrgreen: I'm fully aware of the fact that two different people are responsible for these two fields – yet successfully “synchronizing” a company's online activity range is one of the main web 2.0 marketing challenges. This has a lot do with internal knowledge management and communication structures, and these factors have played a vital role long before social media existed – but there is one huge difference: social media points out short-comings in this area most effectively.

I know this may come as a bit of the shock: but the marketing, the advertising, the PR, the IT and all the other departments must start talking to each other and focus on a common strategy. Great remuneration awaits: it's called authenticity.

Win a free ticked for meshed #1 conference!

meshed - social media marketing konferenz in linzMeshed #1 conference takes place for the first time this year. From May 28th to 29th, the ars electronica center Linz will focus on all aspects of Social Media Marketing. On my German blog datenschmutz I am giving away a free 2-day-conference pass (priced at ?680) and there's more: using the coupon-code meshed_datenschmutz will save you ?170 when ordering a regular ticket. To enter the competition, you need a twitter account as I will be tweeting various quiz-style questions during the next three days. The persons who answers most questions right wins the ticket. There's only one downturn: the whole-give-away is explained in German and I'm using my German twitter acount @ritchie_tweets, as the conference language will be German, too.

So if you happen to be near Linz during 28./29. of May and would like to attend meshed #1, check out this posting on datenschmutz.