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"People heading up social media initiatives with almost zero online footprint is the new jumbo shrimp" (David Armano)
The way we work with social media needs to be professionalized. The more serious and results driven approach is needed. Social media aren't about easy solution that you can put on your marketing & media plan and check it as "done". Facebook pages driven by "LOOK AT ME! LOOK AT ME!" strategy using the available place and attention to talk about the mere product can't be the standard for communication with people via social media. It is like placing wings on the car in order to create the new type of flying vehicle.
It ain't going to work. There are no quick copy&paste solutions. If you are looking for "cheap and easy way to push your message", social media shouldn't be your choice.
"Social media is like a pair of shorts. Hip. Cool. But not suited for all occasions ;)" (@benkunz)
It may be social media aren't for you cause you are not ready.
If you want to work with social, start with listening and understanding who your people (aka consumers) are, what do they like, need, what drives them (I keep on repeating myself over and over again, but drivers behind human behavior are the key to creating meaningful and effective communication) and what you can do for them to satisfy their needs & fuel their motivations. Then find out what's your goal, what do you want to achieve. What is your success criteria, your ROI and how are you going to measure it. And finally how the social media fit with the rest of your brand strategy (social media aren't stand alone)? Do you communicate towards the common goals via mainstream media and social media?
Don't be too quick to create Facebook pages and Twitter accounts without ever considering how and why are you going to use them. There is the need to cut the crap about the successful Facebook cases (usually produced by people who call themselves social media experts):
XXX: "we have great Facebook case!
YYY: "What case? Can you tell me more about it?"
XXX: "Yes, we have 1500 fans! It is great!"
YYY: "Sounds great! What were your objectives?"
XXX: "Er, er...what do you mean, we have 1500 fans!!"
You can't measure the success without knowing what you wanted to achieve. It is like deciding to take a part in the marathon, getting the t-shirt with number, meeting at the start and never start running. Making up your mind to run, doesn't make you a runner. It is about training and commitment.
We need to stop thinking about social media as silos otherwise we produce just spam. Nobody wants to be spammed. We need more long-term social and sustainable ideas that will make a difference for people out there and then also for you and your brand.
I made myself a couple social media mistakes but I never called them "great cases", I learned from them and gained deeper understanding of how to act out there where social norms and people rule.
You doesn't need to get it right from the start. It may take a few tests, some failures but with a right dose of dedication, right insights and truly social approach and ideas, you will make it. Amen.
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