After attending dozens upon dozens of digital and social media conferences for over seven years, I’ve come to one indisputable conclusion: they’re not worth the time or the money.
Many of my fellow marketers and communications colleagues know it is hard to do things differently at times. You often find resistance to change and organizations who think any risk is too much risk. Luckily, during my time at H&R Block, I was given the green light to take some risks and to really do things differently to engage clients.
Having just gone through the holiday season, I had time to catch up with colleagues from across the globe and I asked them that question. I asked them, especially those like me who were early in the adoption process for big brands, how the struggle (and it is – everyday) to integrate is going. The answers were not surprising and, in some ways, both encouraging and discouraging.
As more and more brands, organizations and agencies understand and mature the truly integrated marketing approach, soon social will be part of all strategic planning and tactical campaigns. That means those of us who make a living doing this need to understand and operate in a world where we get the whole picture – not just the growing social fast lane.