Social media strategy gives good insight into how marketers and advertisers can reach and engage audiences. Liz Wawrzonek talks about how she is using her past work experience in community building and grassroots organizing in social media spaces. Her position is interesting because it blends account planning with interactive strategy, which is telling about how advertising agencies are adjusting traditional organizational structures to address emerging communication channels.
This conversation led to a discussion about how the social media space doesn’t allow for companies to just jump into the conversation and start promoting ideas in a traditional advertising approach. In the digital space a presence must be established before companies can beginning building a community and start developing relationships with individuals. This creates new challenges for companies who are looking at using social media as part of a campaign.