Social networking is becoming mainstream and as someone said: every media becoming social. I always think some brands and their attitudes to social media, content marketing, management. It is clear from every angle, except from view, that a lot of brands are overlooking the “social” before the social media. This is exactly what sets social media aside from other kinds of media. To excel in social media, you begin with cultivating a cultural media mindset. Most haven’t understood what this platform offers.
All that we are currently doing is majorly titled toward social media abuse which is based on advertising and shameless ego promotion. This affects corporate brands more though.
Most have concentrated mainly on mainstream traditional media. They have neglected or can we say they’re unaware that the only method to survive in now is really a two-way communication media which embraces not only the standard but online media platform. As we know, the existing trend today is for brands to first learn about their brides-customers, get their attention through the utilization of social media platforms like blogging, Youtube, Xing, Facebook, Del.ici.ous, Bookmarking, RSS, Podcasting, videocasting, Wikis among a great many other available online media.
The evolution of the new media has opened up opportunity to get opinion, interact, court, date and offers irresistible proposal that’ll hook the bride. Today clients are no longer buying one mode fits all offer by the standard media. Some corporate brands here seem to hinge non-participation in online community building on such excuses that we are not even online, neither is there recognized consumer fora which have major convergence of consumers online. Also no regulatory authority here pays focus on or gives any focus on whatever they’ve to say can. They also claim that online forums here haven’t any impacts on corporate performance. Some also claim that social media is alien to us. My answer is that social media isn’t alien. The actual fact remains that lots of things have been part of us only that we do not accurately labeled them before westerners help us out.
The notion of social media, content marketing is rooted in cultural rituals where a couple gets engaged before they could start dating. The process require that suitor’s intention has to be established through family contacts, integrity checked and a cogent promised is created that he is interested in a serous relationship and not flings. Without these background checks, no one officially allows the intending couple to start dating. If that is violated then, the bride to be would be disciplined.
Drawing a simultaneous in this ancient ritual, the customers want the brand today showing that what matters is her, not money making. The customers wish to be sure that out of arrays of suitors-products, services- your brand can take the initiative of starting a conversation, the customer wants to be certain your brand is not just flirting, shopping for short flings but an actual relationship that’ll enhance her lifestyle. Brand through social media, content and social marketing set up a bate by loading the proper words within their contents to convince, educate, entertain the bride they are out to make her life better even before selling anything.
Customer desires to see simply how much of one’s intellectual property will be made available without charges. The client wants to find out you are a giver. Among their love languages is gift sharing. A giver without string attached always takes the show. Social networking, content marketing requires lots of commitment. It does take time before social media and content marketing make huge impact. Any brand that will show high level of commitment in social media will always carry the day.
Typical case studies of brands with efficient utilization of social media include Tony Hseih. Tony followers in Twitter today is over one forty million. Hseih could be the managing Director of Zappos.com. Tony through his ‘tweet’ has course to meet with customers at a bar while many in his position will rather hide underneath the guise of busy schedule. Tony uses Twitter to build interaction with customers; he uses twitter to resolve problems for clients. The potency of Tony Hseih and Zappos communities has been used to strengthen relationships with Zappo’s brand offline. Zappos client freely gives their ideas about what they want. This aids, leads to co- creation of brands products, services.
As busy as Richard Branson of Virgin group is, he also maintains a twitter account. He’s used his twitter account to answer questions from angry customers along with virgin potentials. The virgin group also comes with an integrated website that allows news update, blog among others. Southwest Airlines has used social media to build strong connection that impacts on the brand’s offline interaction
An example of the utilization of social media to spread messages and connection was recently demonstrated by Michael Jackson’s personal doctor. As we’re all aware, it was once insinuated that he killed Michael Jackson through drug overdose. About a week ago, he used YouTube video to spread his the main case. This video spread across the net along with mainstream media. Popularity of virtual community has been soaring high with increased people focusing from academics and marketing communications practitioner discussing it ahead of time countries, yet Nigeria brands have assumed ‘I do not care attitude’ ;.Nations and brands aren’t considered backward just for their location but centered on attitudes, disposition to the utilization of technology that’ll aid progress. Building emotional connection, loyalty with the brand is now a straightforward thing through social media.
Social networking has changed into a great platform to recognize with, interact, communicate brand element. This often starts in online forum and cause offline beneficial relationship. top smm panel Today, nearly three billion of the seven billion potentials are actually connected in social media platforms. Agreed the ratio remains slow here but the amount is increasing daily. Through social media brands can ignite confidence in the hearts of the bride, build thought leadership. Your brand competitors could have better product, services but will truly lose out to you when you can build strong connection with them before you question them to buy through massive advertisement.
If your brand can give away enough information, answers to concerns and prove that you’re on the verge of seriously neglecting your own best interest, of tight schedules, to be able to serve these greedy, needy brides that desire your brands be open, honest with them which will be the essence of social media. Social networking do not allow cover ups, unnecessary protection of corporate brand’s failures. I am of the opinion that when our banking industry’s Managing Directors have already been active in social media, there’s chance of gaining public sympathy instead of this anger, tantrum they’re now receiving from various angles. Their followers could have been able to defend them and take appropriate position which could have given them soft landing in this trying period.
Since our brands have concentrated using one form of media, mainstream, tell me why should their brides not block out their useless bragging through advertising? Tell me how come it difficult for brands n our environment to see handwriting on the wall that their brides now desire their authentic voices that aren’t coloured with jargons of self- serving moneybags? The brands’ brides are actually also afraid; skeptical of marketing. Why if the brides be loyal when the part of trust is shaking?
Having established that let us now examine proper means of participating in social media which will be now being exchanged for web.2.0. For brands to actively take part in social media, brands have to observe, listen, find clients’ hibernating medium. In carrying this out, brand should first define its social media strategy through careful evaluation of brand’s resources, analyze the target market, and identify objectives. Having done this, brand must carefully pick or access platforms that suit their goals. This will inform your decision to operate a blog or just to take part in other forums like Twitter, Facebook, discussion board, social media bookmarking, stumbleupon among others. Be sure you know that such platforms are utilized by your niche audience. Identify the utmost effective influencers of one’s industry online through recognitions given to their opinions, comments, awards etc.
To do this effectively, brand may consider creating the career of community or social media/knowledge management manager or hire consultant who has track records in skills like community management, online reputation management, monitoring, tracking, podcast, video cast, web links etc. These skills do not demand a programmer’s knowledge and in actual fact, they’re utilized by customer relations, brand, and Public relations experts. The sole requirement is passion that is backed with proven results. The said manger or consultant must also understands forum rules, reputation software, know how to distribute contents without creating offense as this can be counter productive. Great ability to produce qualitative content for blogs, create profiles and claim such blogs in online directories can be essential. Social networking, content marketing, management sometimes appears as number of open-sourced, interactive and user- controlled online application used to expand the experiences, knowledge and market power of the users as participants in operation and social processes, the social media landscape is actually about conversation before any marketing campaign.
Brands must therefore consider Rajesh Setty’s suggestion so it must demonstrate that your brand cares, is curious to find out what is the concern of the customers, contribute, make certain the information may be worth their attention, clarify issues, build conversation that’ll cause strong relationship, make lots of creativity, demonstrate the brand’s character and values cherished, build community, tribe, brings change, instill courage and be highly commitment to a cause its believe in.