To get there, marketers are increasingly borrowing tricks of the trade from the publishing world. And one basic tool, the edit calendar, has seen a real uptick in adoption by marketers such as Mercedes Benz, Nestle Purina and Weight Watchers, who are using it to organize where and how they distribute content over social-media channels.
"The big "a-ha' for marketers is that you have to think of your social presence as a calendar of editorial events that are dynamic and living," said Razorfish CEO Bob Lord.
Mr. Lord has observed a steady uptick in companies realizing that it's not enough to be on Twitter, YouTube and Facebook; they require a program to manage their presence. Lack of organizational processes for content creation could mean missing out on valuable opportunities to engage with consumers about a limited-time sale for retailers, a new car launch for automakers or for networks building buzz about a new TV show.
Is this really a big "a-ha"?
Comments like that scare me. Social networks allow brands to build relationships with people and this doesn't happen by pushing out marketing messages.
Content people care about is one of the solutions.