Long established as a traditional marketer, Proctor and Gamble is increasingly gravitating to social networking sites to advertise its goods. The company has discovered the growing opportunity to influence provided by sites such as Facebook, Twitter, and Google.
Lauren Coleman-Lochner describes this trend (Social Networking Takes Center Stage at P&G. Bloomberg Businessweek, 4/2/124/8/12, pp. 2425):
The company that for generations has meticulously observed customers in their homes as they mop floors, apply makeup, and diaper babies is now listening to their conversations online. And for good reason: 25- to 54-year-old women who buy the bulk of P&Gs products spend more time on Facebook than typical users. (p. 25)
Since beginning various social media marketing campaigns, Proctor and Gambles market share in targeted products has risen. The efforts are paying off.
Proctor and Gamble is another of many companies that have figured out you have to go where the action is if you want to be heard. You must position yourself where the ball is going to be.
The social-media savvy companiessuch as Proctor and Gambleare getting onboard and profiting. The social-media averse ones will suffer commensurately.
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