P&G EMBRACES SOCIAL NETWORKING

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, 4/2/12–4/8/12, pp. 24–25):

“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&G’s products spend more time on Facebook than typical users.” (p. 25)

Since beginning various social media marketing campaigns, Proctor and Gamble’s 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 companies—such as Proctor and Gamble—are getting onboard and profiting.  The social-media averse ones will suffer commensurately.





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About James Meadows

Currently I serve as a training team manager for Tyco Integrated Security at a customer-care center in Kansas City. Additionally, I am a business consultant, a freelance corporate writer, an Assembly of God ordained minister, a Civil Air Patrol chaplain, a blogger, and a University of Phoenix Associate Faculty member. I believe we are living in the most fascinating times of human history. To maximize the opportunities these times present, I have a passionate interest in leadership development and organizational success, both of which I view as inextricably linked.

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