Dive Summary:
- In an interview with The VAR Guy, Ed Abrams, midmarket business vice president at IBM, explained that his company has been making changes to its marketing teams over the last 18 months with the goal of better promoting its products and engaging in conversions via social media.
- Examples of the changes include turning direct mail specialists into Twitter experts and creating access to experts through social media to solve IT problems.
- Abrams indicated that IBM has adopted an “active listening” strategy on social media channels, following conversations and providing content in response.
From the article:
"... IBM’s blueprint spans what Abrams called “active listening” on social media channels (a practice not confined to IBM—Cisco, among others, also “listens” intently to what’s said and urges partners to do so as well) and providing content where appropriate. Doing so comes with the tacit understanding that social media sentiment isn’t gospel but rather directional. ..."
