The name “Social Espionage” was chosen carefully to convey the complexity that surrounds social media marketing strategy. While, on one level it is quite “tongue-in-cheek,” it speaks to the intricate and delicate nature of social media marketing.
Wiktionary defines espionage as “the act or process of learning secret information through clandestine means,” while in the Wikipedia definition of espionage, infiltration is described as “one of the most effective ways to gather data and information.” Social Espionage tediously balances the infiltration of online communities and social circles with the location and collection of fan’s and potential customer’s information. However, in social espionage, marketers are not gathering data from enemies, but rather from friends. In effect, as Dorothea has learned, a truly effective social media marketer is acting as a “double-agent” who benefits all sides of the interaction.
“I used to say that Social Media was like a ‘blind date,’’ she recalls, “but that has changed. Today, that uncomfortable, idle, ‘getting-to-know-you’ small talk has evolved into the intimate conversation of a serious, committed relationship between brands and their audiences.”
“Building business relationships with consumers online requires the same transparency and courtly skill one would exercise when meeting face-to-face,” says Dorothea, “superficially engaging in social media marketing is counter-productive…Social Espionage is not just an ‘act,’ it’s an ‘art.’”
To reach their goals in the social media universe and convert fans into customers, marketers must truly and sincerely participate in online communities. Dorothea teaches marketers how to build, measure, and optimize forward leaning media efforts in order to increase value and foster strong relationships between brands and their fans.
Learn the art of Social Espionage from the original “double-agent,” Dorothea Bozicolona-Volpe.
My love affair with technology bled into social media years ago. Now I assist people and brands in building their audiences across the digital landscape by integrating social media & digital strategies, strategic partnerships and marketing technologies into their business.
