The Socialization of Multichannel DTC Marketing


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    There is a great deal of pontification and theorizing about the nature of social media marketing, but much of it’s just plain wrong. Twice as wrong when it comes to DTC marketing.
    Social media isn’t about the number of tweets per minute or the likes per post, or even the social graph. Those are useful metrics that can be analyzed, but it’s still not social.
    Social is us. It’s me and you and any human being that you trust. DTC brands are not human. There are people at the company who may respond through social channels…

Sean Hartigan
, Senior Vice President of Multichannel/Digital Strategy, Ogilvy CommonHealth, part of Ogilvy
CommonHealth Worldwide. Ogilvy CommonHealth Worldwide — the health behavior experts of Ogilvy & Mather — is committed to creativity and effectiveness in healthcare communications, everywhere. For more information, visit