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Kraft also developed a community for foodies to discuss recipes, that "connections" level of content that Willis enumerates. Linder jokes that the social media side of the content strategy is the "not quite sure what to expect tool," but that that's fine.
Asked how to measure social media content's affect on sales and brand buzz, Willis says companies need to actively watch and read it in order to gage consumer attitudes.
Speaking of consumer attitudes, she says, one consumer attitude is that print is not dead—now the tactile is personal. It's used to relax, and time spent on digital devices is mostly task-driven, Willis says.
On a related note, Melinda Sauers Dabney—director of marketing strategy and services for Des Moines-based 401K provider Principal Financial Group—says that almost all of the company's clients chose to receive communications from Principal via e-mail. (Only those ages 65 and older chose face-to-face meetings or telephone conversations to manage their portfolios.)
Companies Mentioned:
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Social Media ROI
Email Marketing that Works (2nd Edition)