---
title: Kansas City Marketing Communications and Social Media Panel Take-Aways
description: Kansas City Marketing Communications and Social Media Panel Take-Aways
image: https://www.brainzooming.com/hubfs/Imported_Blog_Media/Social-Media1-May-25-2022-02-04-04-05-PM.jpg
---

# Kansas City Marketing Communications and Social Media Panel Take-Aways

[Marketing](https://www.brainzooming.com/blog/tag/marketing), [Strategy](https://www.brainzooming.com/blog/tag/strategy), [Events](https://www.brainzooming.com/blog/tag/events), [Market Research](https://www.brainzooming.com/blog/tag/market-research), [Social media](https://www.brainzooming.com/blog/tag/social-media), [Insights](https://www.brainzooming.com/blog/tag/insights), [Communication](https://www.brainzooming.com/blog/tag/communication)

Following strong reception to the [Brainzooming recap of January's **Kansas City American Marketing Association luncheon** on Southwest Airlines social media strategy](https://www.brainzooming.com/?p=6267), I was compelled to attend the **[February panel on "Social Media for Marketing Communications Professionals."](http://www.ama-kc.org/Events/PastEvents_Details.aspx?EventID=124)** The **guest speakers** were **three well-known** faces (and **avatars**) **in **the **Kansas City social media community**:

- **[Chris Kovac](http://twitter.com/#!/chriskovac)** - Managing Director of the digital/social influence practice at **[Nicholson Kovac](http://www.nicholsonkovac.com/).**
- **[Joe Cox](http://twitter.com/#!/joenormal)** - District Marketing Manager for **[Coca-Cola's ](http://www.thecoca-colacompany.com/brands/index.html)**Vitaminwater, Powerade, Fuze & Smartwater brands in MO, KS, IA, and NE.
- **[Ramsey Mohsen](http://twitter.com/#!/ramseym)**- Web consultant and Social Media Strategist Lead at **[Digital Evolution Group](http://www.digitalevolutiongroup.com/).**

**Five content areas stood out** particularly for me, with **one **of them warranting **a rant**!

#### **Social Media Coming and Going**

Chris and Ramsey talked about the **steps before and after your audience interacts with your social media sites**. Chris discussed the importance of your** offline marketing clearly** (as in spell out your Twitter and Facebook ids) **driving audience members to** check out your **social media presences**. Ramsey reminded everyone that **even super fans of your brand won't hang around your website** for kicks. They're there for utility, then moving on to social networking sites to interact with people. His comments were a great reminder that **you need** to also **be present online where your audiences are already spending time**.

#### **Influencer Marketing - Where Events and Social Media Intersect**

The** combination of social media and live event marketing** Joe shared is** really compelling** (you can s[ee his first-hand account in a video from the lunch](http://youtu.be/j_t_g-BD1nk)). He discussed how both at Red Bull and now at the brands he represents, his field marketing **strategy focuses on finding** young, hip **influencers **targeted by beverage marketers. After identifying them, Joe **asks about **what **their dream events** are and **then provides the connections, resources, and promotion to make them happen**. His strategy **[creates the emotional impact which makes great events ](https://www.brainzooming.com/?p=1332)and compelling social media content**. That's why the approach is so much more successful and exciting for all concerned than conducting boring "blogger outreach" programs.

**How Does All This Help Business?**

Ramsey hit the **"big question" in social media**: **How does** your **social media activity ladder **up **to overall business objectives?** While the link doesn't necessarily have to be one-step away, you **have to be able to credibly connect how social media contributes** to what your company actually does **to serve customers and generate revenue**. Since multiple steps are typically involved, [The Brainzooming Group recommends a multi-level metrics strategy for social media](https://www.brainzooming.com/?p=3879) to account for a variety of metrics.

#### **What's Next?**

The panelists were asked, "**What's next in social media**?" Here are the trends and platforms they mentioned:

- [Mobile](http://www.mobilemarketingwatch.com/mobile-technology-trends-for-2011-according-to-forrester-research-12801/)
- [Local and Location-Based](http://socialmediab2b.com/2011/01/b2b-location-based-services/)
- [Quora](http://nateriggs.com/2011/01/24/my-quora-brain-food-collection/)
- [Hashable](http://mashable.com/2010/11/22/hashable/)
- [Path](http://mashable.com/2010/11/15/path-launches/)
- [Instagram](http://mashable.com/2011/02/02/instagram-7-million/)

#### **Social Media Ain't a Focus Group Folks**

For the second consecutive month at the Kansas City AMA luncheon, a **presenter said social media is "like a real-time focus group." WRONG**! Despite what people unfamiliar with research think, **focus groups aren't simply a bunch of people** coming together and **talking free form**. Even though a focus group's results are qualitative, a **properly-done focus group has structure, carefully selected participants, and a scripted discussion guide behind it**. **Tweets and status messages don't** have any of those. Social media provides qualitative input, but** unless you've created** a much more **structured environment**, all **you have** is **a bunch of comments**.

Speaking of comments, **what do you think about these highlights?** Please share your thoughts about these points in the comment below! *[Mike Brown](https://www.brainzooming.com/?page_id=1197)*

[***The ***](https://www.brainzooming.com/?page_id=1188)***[Brainzooming](https://www.brainzooming.com/?page_id=1106) Group helps make smart organizations more successful by rapidly expanding their strategic options and creating innovative plans they can efficiently implement. Email us at *****[*brainzooming@gmail.com*](mailto:brainzooming@gmail.com?subject=Please%20contact%20us%21)***** or call 816-509-5320 to learn how we’ve developed  integrated social media strategy for other brands and can do the same for yours.***

## You Might Also Like:

[![Southwest Airlines Social Media Strategy - Lessons for All Organizations](https://www.brainzooming.com/hs-fs/hubfs/Imported_Blog_Media/Social-Media1-May-25-2022-02-04-04-05-PM.jpg?width=415&height=456&name=Social-Media1-May-25-2022-02-04-04-05-PM.jpg) ](https://www.brainzooming.com/blog/southwest-airlines-social-media-strategy-lessons-for-all-organizations)

#### [Southwest Airlines Social Media Strategy - Lessons for All Organizations](https://www.brainzooming.com/blog/southwest-airlines-social-media-strategy-lessons-for-all-organizations)

[![Peter Shankman, Customer Service, & Social Media at SocialIRL - 11 Take-aways](https://www.brainzooming.com/hs-fs/hubfs/Imported_Blog_Media/Social-Media1-May-25-2022-02-04-04-05-PM.jpg?width=415&height=456&name=Social-Media1-May-25-2022-02-04-04-05-PM.jpg) ](https://www.brainzooming.com/blog/peter-shankman-customer-service-and-social-media-at-socialirl)

#### [Peter Shankman, Customer Service, & Social Media at SocialIRL - 11 Take-aways](https://www.brainzooming.com/blog/peter-shankman-customer-service-and-social-media-at-socialirl)

[![Social Media Strategy - Outside-in Timing and New Content Marketing Opportunities](https://www.brainzooming.com/hs-fs/hubfs/Imported_Blog_Media/Crowd-STL-4.jpg?width=415&height=456&name=Crowd-STL-4.jpg) ](https://www.brainzooming.com/blog/social-media-strategy-outside-in-timing-and-new-content-marketing-opportunities)

#### [Social Media Strategy - Outside-in Timing and New Content Marketing Opportunities](https://www.brainzooming.com/blog/social-media-strategy-outside-in-timing-and-new-content-marketing-opportunities)

Date published: 03/01/11

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- [June 2008 (19)](https://www.brainzooming.com/blog/archive/2008/06)
- [May 2008 (18)](https://www.brainzooming.com/blog/archive/2008/05)
- [April 2008 (22)](https://www.brainzooming.com/blog/archive/2008/04)
- [March 2008 (19)](https://www.brainzooming.com/blog/archive/2008/03)
- [February 2008 (21)](https://www.brainzooming.com/blog/archive/2008/02)
- [January 2008 (22)](https://www.brainzooming.com/blog/archive/2008/01)
- [December 2007 (15)](https://www.brainzooming.com/blog/archive/2007/12)
- [November 2007 (5)](https://www.brainzooming.com/blog/archive/2007/11)
- [October 2007 (6)](https://www.brainzooming.com/blog/archive/2007/10)

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