En el blog de Andy Sernovitz me tropecé con este interesante post que paso a compartir de inmediato.

There are some old-fashioned marketing words called “research” and “targeting”. They help you find out who you want to reach and what their interests are.

Run away screaming next time an agency tells you that you need Facebook, MySpace, viral videos, or a blog.   If an agency is selling you a presence on one of these sites without proving that your customers are already there, then you are being sold their current hot product — not what you need.

Social media are tools to start a conversation. They are tools to extend a conversation.

They are not an advertising tactic. 

The correct first step is decide who you need to reach. Then find out what media they use.  They (and only then) gently and tastefully join them.

It’s about the people, not the web site they use, or a vendor pushing the next hot thing.

Me encanta el cierre y la insistencia que este señor hace sobre la importancia de entender el boca a boca como una consecuencia producto de una “filosofía” en publicidad, más que una técnica o un tipo de campaña. Se trata de ver de qué manera, entendiendo a profundidad a la gente, se puede generar una nueva conversación. El énfasis es mío.