Social media has become mainstream and as someone said: every media becoming social. I usually think some brands and their attitudes to social media, content marketing, management. It is clear from every angle, except from view, that many brands are overlooking the “social” facing the social media. This is exactly what sets social media apart from other types 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 individuals are still doing is majorly titled toward social media abuse which is founded 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 way to survive in this time is a two-way communication media which embraces not only the traditional 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 use 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 those new media has opened up opportunity to find opinion, interact, court, date and offers irresistible proposal that may hook the bride. Today customers are no more purchasing one mode fits all offer by the traditional media. Some corporate brands here appear to hinge non-participation in online community building on such excuses that individuals are not even online, neither exist recognized consumer fora which have major convergence of consumers online. Also no regulatory authority here pays attention to or gives any attention to whatever they’ve to express can. Additionally they claim that online forums here don’t have 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 many things had been part folks only that individuals don’t accurately labeled them until the westerners help us out.
The thought of social media, content marketing is rooted in cultural rituals the place where a couple gets engaged before they might start dating. The procedure require that suitor’s intention has to be established through family contacts, integrity checked and a cogent promised is made he is enthusiastic about a serous relationship and not flings. Without these background checks, nobody officially allows the intending couple to start dating. If this really is violated then, the bride to be will be disciplined.
Drawing a similar in this ancient ritual, the customers want the brand today showing that what matters is her, not money making. The customers desire to be sure out of arrays of suitors-products, services- your brand can take the initiative of starting a discussion, the client wants to be sure your brand is not only flirting, shopping for short flings but a real relationship that may enhance her lifestyle. Brand through social media, content and social marketing set up a bate by loading the best words within their contents to convince, educate, entertain the bride that they’re out to make her life better even before selling anything.
Customer really wants to see simply how much of your intellectual property will undoubtedly be made available without charges. The client wants to find out you are a giver. One of their love languages is gift sharing. A giver without string attached always takes the show. Social media, content marketing requires plenty of commitment. It does take time before social media and content marketing make huge impact. Any brand that could show advanced of commitment in social media will always carry the day.
Typical case studies of brands with efficient use of social media include Tony Hseih. Tony followers in Twitter today is finished one forty million. Hseih could be the managing Director of Zappos.com. Tony through his ‘tweet’ has course to generally meet with customers at a club while many in his position will rather hide under the guise of busy schedule. Tony uses Twitter to build interaction with customers; he uses twitter to resolve problems for clients. The effectiveness 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, results in co- creation of brands products, services.
As busy as Richard Branson of Virgin group is, he also maintains a twitter account. He has used his twitter account to answer questions from angry customers as well as virgin potentials. The virgin group also has an integrated website that enables news update, blog among others. Southwest Airlines has used social media to build strong connection that impacts on the brand’s offline interaction
A good example of the use of social media to spread messages and connection was recently demonstrated by Michael Jackson’s personal doctor. As we are all aware, it absolutely was once insinuated he killed Michael Jackson through drug overdose. About yesterday, he used YouTube video to spread his the main case. This video spread across the internet as well as mainstream media. Popularity of virtual community has been soaring high with increased people paying attention from academics and marketing communications practitioner discussing it beforehand countries, yet Nigeria brands have assumed ‘I don’t care attitude’ ;.Nations and brands aren’t considered backward just for their location but predicated on attitudes, disposition to the use of technology that may aid progress. Building emotional connection, loyalty with the brand has become a simple thing through social media.
Social media has changed into a great platform to identify with, interact, communicate brand element. This often starts in online forum and lead to offline beneficial relationship. Today, nearly three billion of the seven billion potentials are actually connected in social media platforms. Agreed the ratio is still slow here but the number is increasing daily. Through social media brands can ignite confidence in the hearts of the bride, build thought leadership. Your brand competitors may have better product, services but will definitely lose out to you when you can build strong connection using 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 are on the verge of seriously neglecting your own personal best interest, of tight schedules, to be able to serve these greedy, needy brides that desire your brands are more open, honest using them that is the essence of social media. Social media don’t allow cover ups, unnecessary protection of corporate brand’s failures. I am of the opinion when our banking industry’s Managing Directors have been active in social media, there is possibility of gaining public sympathy instead with this anger, tantrum they’re now receiving from various angles. Their followers could have been able to defend them and take appropriate position that could have given them soft landing in this trying period.
Since our brands have concentrated using one kind of media, mainstream, tell me why should their brides not block out their useless bragging through advertising? Tell me why is it problematic 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 should the brides be loyal once the component of trust is shaking?
Having established that let us now examine proper method of participating in social media that is now being exchanged for web.2.0. For brands to actively participate in social media, brands need to observe, listen, find clients’ hibernating medium. In doing this, brand acheter des abonnés should first define its social media strategy through careful evaluation of brand’s resources, analyze the audience, and identify objectives. Having done this, brand must carefully pick or access platforms that suit their goals. This may inform the decision to perform a website or just to participate in other forums like Twitter, Facebook, discussion board, social media bookmarking, stumbleupon among others. Make sure to realize that such platforms are employed by your niche audience. Identify the most effective influencers of your industry online through recognitions given with their opinions, comments, awards etc.
To achieve this effectively, brand may consider creating the positioning 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 don’t demand a programmer’s knowledge and in actual fact, they’re employed by customer relations, brand, and Public relations experts. The only real requirement is passion that is backed with proven results. The said manger or consultant must understands forum rules, reputation software, know how to distribute contents without creating offense as this can be counter productive. Great ability to create qualitative content for blogs, create profiles and claim such blogs in online directories can be essential. Social media, content marketing, management is seen as collection 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 basically about conversation before any marketing campaign.
Brands must therefore consider Rajesh Setty’s suggestion that it must demonstrate that your brand cares, is curious to find out what’s the concern of the customers, contribute, ensure the content may be worth their attention, clarify issues, build conversation that may lead to strong relationship, make plenty 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.
Let me conclude this piece by highlighting how brand will start participate in social media and content marketing. Content marketing is a skill of understanding what your customers’ want, need to know and the science of delivering it to them in a good and compelling way. The information has to be doing a good and compelling way. To start, the brand has to build trust and credibility. That is huge work. This becomes easy if your brand can remember to tune in to customers first. By that brand discovers their problems and the content is therefore tailored to offer solution.
Avoid talking too much about your brand or your expertise as much as I really do know the fact that your brand need to establish the line that your brand may be worth their attentions. This could make your brand’s efforts become suspect. Your customers want educational content without initial marketing spin. The information also has to be compelling, entertaining to earn the scarcest entity on the wed- time/patience. Great content must guides, clarifies, enlightened and connect. The language of the content has to be in tune with your industry. Contents that solve problems drive traffic and increases sale rate.