TYPOLOGY OF SOCIAL NETWORK RELATIONSHIPS

An advertising consultant and researcher, Russel Colley, proposed DAGMAR, an acronym for Defining Advertising Goals for Measured Advertising Results, back in the 60s. This model, a classic from marketing literature, has stood the test of time even in this age of social media when marketers and practitioners think about evaluating social media investments. I modified the DAGMAR model to suit the present day popularity and fervor of social media marketing.

Impressions are the online content customers see; expressions are what customers do (like, +1, comment, share) after they see the online content. Brands should recognize social media impressions as a nexus to expressions in their overall marketing efforts. It is only through dynamic content, which will engage customers, that brands can drive customers to act, and ultimately co-produce relevant content for profit and growth.

In this age, Sociology is not an elective course. Social media is a great equalizer, and it is leveling the field for those brands that can engage, influence, and lead customers. Today, the consumer ecosystem itself is a content and marketing machine that gets the word out to prospects and suspects in the world. I hope this macro-level tool throws much needed light on how you look at brands and their relationship with social networks.

Recommended reading: http://blogs.hbr.org/cs/2011/04/coca-colas_marketing_shift_fro.html?cm_mmc=email-_-newsletter-_-marketing-_-marketing052411

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About Sudio Sudarsan

Sudio Sudarsan helps companies and startups drive demand and impact through more effective use of their brand, marketing, design, digital, and innovation assets. He teaches advanced courses in marketing to MBA students at premier b-schools in three continents around the world. You can follow him on Twitter @iSudio; view some of his retired presentations at www.SlideShare.net/SudioSudarsan View all posts by Sudio Sudarsan

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