It’s Day 2 of OMMA Global and we’re talking social marketing “netiquette” with Kim Kadlec, Worldwide Vice President of Global Marketing Group at Johnson & Johnson. These
days, we are communicating at such a rapid pace, we’ve lost our manners -- which goes for people as well as brands -- according to Kadlec. Moreover, we’ve “Lost the idea of
courtship,” Kadlec says. “We used to just mind out Ps and Qs.” Now, Kadlec goes on, we have to mind our tweets, our Facebook “likes,” etc. Marketers, Kadlec suggests,
would therefore be wise to “shift from reach and frequency to reach and relationships,” i.e., pay closer attention to how they’re interacting with consumers over time. Shifting
speeds, Kadlec says manners aren’t everything. Just as important to effective social marketing is “heart and creativity.”
