Overheard: “Campaign to Leverage Social Media Users”

Published: June 24, 2008, 6:28 am

I’m with quite a few late adopters of Social Media, in fact, I’m at Forrester’s Finance Forum here in NYC, one of the banking centers of the world. I can often tell the level of sophistication of industries to social media by the type of language they use, in fact, I’ve used these phrases when I didn’t know any better. Phrases like: “Campaigns” which convey short wartime activities of bomb dropping and tank rolling to advance territory. Rookies who want to benefit from word of mouth, or are approaching it the same way as interactive marketing or advertising may say “Leveraging Social Media”, as if doing a little to gain a lot from this medium. Or describing people as “users” rather than community “members” Describing this movement as “UGC” vs “people sharing” So what’s in a name, phrase, or description? A lot, actually. It’s a clear indicator to me on the approach that

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