Karri Ojanen Interview – Social Media for Business

November 12, 2010

Social Media

Karri Ojanen

Karri Ojanen has worked as an interaction designer, user experience lead, concept designer and information architect as well as a visual designer on three different continents from Europe to the Middle East to North America. Currently, he is a Senior Experience Architect at Organic Inc. in Toronto, Canada. In his blog, Conceptology.org, Karri writes about user experience and interaction design and their role in advertising, social media, and mobile applications. Instead of strings of tactical solutions, he emphasizes the need for a holistic understanding of the increasingly digital world, and talks about a new way of creating advertising, services and communication.

Q1. What are the most important social media platforms at the moment?

Off the top of my head, Twitter and Facebook are my answers to this question. However, for a company wanting to use social media tools effectively in its marketing, it’s important to figure out the best combination of several social media tools and tactics that fit its strategy.

Q2. How do you see Social Media has changed the advertising communication?

People have always been social. We have always been talking about the products we buy, the brands we see with our peers, sharing information and comparing offers. But advertising, in the era of TV, radio and print, was always one way. Now technology has given people the chance to expand the reach of their social activity to hundreds, thousands, potentially millions of other people online. For advertisers used to the old one way communication, it’s a huge challenge.

For those willing to embrace the new technology, it’s a tremendous opportunity. To some companies, it seems that the new two way model is already more natural than others. Advertising agencies need to change their business models in order to succeed in the new world that’s now based on just display advertising anymore. We will see a lot of changes over the next five years, and even more over the next ten – things are just getting started.

Q3. What social media platforms would you recommend to a company that is just starting their online marketing?

First, before picking a particular platform, think of what it is that you want to say to your customers. And why. And also think of you assume your customers are going to react to your message. Think of different scenarios. Then, instead of choosing just one platform, think of the best combination of tools.

Q4. Do you think every company (that has a website) should have a Social Media Strategy? Why?

As I said earlier, we, as people, are social animals – have always been – and now the conversations are reaching further than ever, thanks to technology. Yes, I think every company needs a social media strategy, but it doesn’t mean just online social media – it means having a social service strategy in general.

Q5. How do you see Facebook as a Social Media Marketing tool?

Facebook can offer a good home for special events and product pages, but many companies on Facebook now don’t really use it to its full potential. I recommend always combining the use of Facebook with a couple other tools.

If you liked this interview there’s more to come in the series; please Subscribe to our RSS feed or Re-Tweet and share on Facebook. You can see already published interviews here: Social Media for Business – Global Interview Series.

About Kris Olin

Kris Olin is a web designer specialised in SEO, social media marketing, Facebook advertising and Internet promotion strategies. Kris has a masters degree in marketing, MSc (Econ.) and he has written the Facebook Advertising Guide. Follow Kris on Twitter, LinkedIn, Facebook and .

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3 Responses to “Karri Ojanen Interview – Social Media for Business”

  1. Facebook App Developer Says:

    Social Media is very important for Business in 2010. For new Business persons this is a good place to know about the business you are thinking to start have what kind of scope. Almost every business person is using social media to market their business. Facebook is a really good tool for social media marketing.


  2. Alex Horton Says:

    Very Interesting article, I would like to make a clear distinction between Facebook and Twitter, as the way users engage with them is distinctly different.

    Personally I see Twitter as more appropriate for business as it allow a steady and simple dialogue for either B2B or B2C. As mentioned in the article this is definitely important to maintain! Its also important to ensure that you keep it light hearted, being to serious on these mediums of communication can be a serious downfall, if you can get as many followers/likes and maintain a good dialogue with the people interested then you can sit back and let the genius of Facebook and Twitter (other social mediums included) do the rest.

    I have seen many marketing campaigns sky rocket and fail on the merits of what I just said!!! Here is some interesting figures on both Facebook and Twitter, hope you find them useful!


    – Use of Facebook as a customer feedback loop is lower down the list, with just under a third of companies (32%) using Facebook to gather feedback, and 25% using it to react to customer service issues and enquiries.


    – Micro-blogging (i.e. Twitter) is now the most widely adopted social media tactic, used by 78% of company respondents and 74% of agency clients.

    Hope this puts a different angle on things!

    All Statistics take from Econsultancy’s 2010 social media report containing statistics and best practise guides: http://ecly.co/cNu4uP


  3. Kris Olin Says:

    Thank you for your insightful comment, Alex. I absolutely agree with your view on the style which commercial companies should have on FB and TW. Keep it conversational and entertaining. If you go in with too much hard sell you will crash and burn eventually. Having said this, people still do like to get great promos and offers from time to time, but the ratio with sell/no-sell messaging should be 20/80 at the max.



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