I want to share a client’s thoughts on social media.

Edward Brice, is Senior Vice President of Marketing for Lumension. Here Ed talks with Fred Von Graf of New Media with Fred.

Key takeaways from the interview:

• Social Media isn’t about generating sales; it is about advocacy and engagement.  It is about customer generated content, them sharing the experiences they are having with your product
• Twitter is not a channel for pushing; its for listening. We will likely see this type of technology integrating into CRM systems
• ROI? We didn’t get wrapped up in ROI, the objectives are so different. If we get leads and drive sales, it is icing on the cake, it is not why we got involved in social media. Twitter, is not a scalable medium
• If you are not thinking about YouTube and B2B you are missing a trick
• You need to be thinking about how many customers that you have helped via Twitter. Look at the big picture. Make a distinction between metrics and KPI
• Social media is long term