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Social-Savvy Marketer Part of Samsung's (PINK:SSNLF) Success


"Competent marketers react to social. Smart marketers are directed by it," according to this Samsung executive.

MINYANVILLE ORIGINAL With all due respect to Apple (NASDAQ:AAPL), which is dominating the news today with the unveiling of its new iPhone, I think the more interesting story is related to Samsung (PINK:SSNLF). Even though the worldwide mobile phone market declined 1.9% year-on-year, Samsung maintained its lead over Nokia (NYSE:NOK) and Apple as the world's top mobile phone vendor. I wrote about this last week. (See In Declining Mobile Phone Market, Samsung Maintains Lead in Sales.)

Part of Samsung's continued success appears to be related to a change in marketing led by a long-time Research In Motion (NASDAQ:RIMM) executive, Brian Wallace.

In his 11 years with RIM, Wallace was responsible for building a sizable audience for the company on Facebook and Twitter, according to Adage. When he was still at RIM, Wallace was quoted in DM News as saying, "Competent marketers react to social. Smart marketers are directed by it."

When he defected to Samsung a year ago, he brought with him this philosophy of using social media to direct marketing rather than "simply reacting to what the customer is saying."
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