Great story here that really highlights something I've been thinking of recently: using social media appropriately. Vibram, the funky shoe manufacturer, had been inundated with complaints from customers who thought they had bought genuine products only to find them quickly fall apart! Vibram soon realised that although the returned products looked like Vibram shoes they just weren't right.
After much thought Vibram decided not to wait for government help against counterfeiters but to act themselves. How?
"Candidly, you have to realise that intellectual property only gets you so far," says CEO Tony Post. "At the end of the day it's really about your relationship with the consumer."
They seem to have pulled off an amazing turnaround and in some part it's due to social media. But not only social media.
When I saw this graphic showing the complexity of social media tools I threw my hands up in the air. This graphic seemed to say that marketing is complex now. But it doesn't have to be. These are just tools you could use in order to better your relationship with your customer (as Vibram's CEO says).
Marketing isn't about facebook, or LinkedIn or twitter (alone). It's about people. Sure these are tools that can reach your key stakeholders but honestly: would you use EVERY gardening tool you had to plant a seed?
Just as Vibram did, you have to choose when to use social media and how to apply it to your goals. And of course, which tools will best reach your stakeholders.