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A Troyanos Group Ltd. Publication Volume IV, May 2012

A Conversation with Ed Keller & Brad Fay

Co-Authors, “The Face-to-Face Book: Why Real Relationships Rule in a Digital Marketplace”
The rise of social media has unleashed a frenzy in the business world. Blinded by the shiny allure of sites like Facebook and Twitter, companies are spending billions, pinning their hopes on social media marketing. The atmosphere is reminiscent of a gold rush: every company hopes to strike it rich, and some certainly do–but many, many more may find only disappointment.

Ed Keller

After a six-year study of consumer conversations, Ed Keller and Brad Fay have come to a simple conclusion: very many businesses do not appreciate how social influence truly functions in the marketplace. And since more than 90% of consumer conversations take place offline, this misunderstanding can have dramatic repercussions.

Brad Fay

In their forthcoming book (set for release on May 22nd), the authors note that humans are fundamentally social beings for whom social influence determines nearly every decision we make. The authors share their extensive research and the stories of companies that have hit pay dirt with a balanced and holistic approach to social marketing. They also discuss those that have bet big and lost by overcommitting to online social media alone. The Troyanos Group is pleased to bring you an interview with the authors, who argue that “The biggest mistake is putting social media at the front of the planning process, rather than seeing it as a channel once the strategy has been set.” Read the complete interview at The Game Changers
The Troyanos Group, Ltd. is an Executive Search and Consulting firm specializing in Marketing and Marketing Communications. https://troyanosgroup.com/
The Troyanos Group