Pushing too hard

// January 20th, 2010 // Blog

I’m working on a SlideShare presentation about how to sell social media up the company food chain. The final presentation will probably have charts and statistics, etc. But a key slide came to me c/o something Brian Babineau said in a meeting last week. There was a time when you could devise a digital “push” mechanism — build a destination site, run text and/or ad banners and people would come to you. Why is that no longer effective? Because behaviors have changed. Now you need to demonstrate your value in the places where people are already having conversations. Once you do that, you’ll be able to “pull” them in and convince them to come to you. (I love that this came from DIG’s VP of Media.)