Purpose, purpose, purpose is the new location, location location!
EM’s brand marketing manager, Isha Edwards weighs in on the use of social media as a platform for brands to build awareness, harvest brand concepts or engage their audience. Amidst mixed reviews on the topic, Edwards calls purpose the “litmus test for all things social media.” Instead of keeping up with the brand Jones’s, Edwards strongly recommends that marketers weigh efforts by a company’s vision, mission, and short and long term objectives.
“How to do a thing is less important than why,” says Edwards. “Anyone can learn how to use Facebook, MySpace, Twitter, etc., being able to filter data collected to create value or to align with a brand’s purpose remains a work in progress for most.”