Social media marketing is now mainstream and as someone said: every media becoming social. I always think some brands and their attitudes to social networking, content marketing, management. It is clear from every angle, except from view, that most brands are overlooking the “social” facing the social media. This is exactly what sets social networking besides other forms of media. To excel in social networking, you start with cultivating a social media mindset. Most have not understood what this platform offers.
All that we are currently doing is majorly titled toward social networking abuse which is dependant on advertising and shameless ego promotion. This affects corporate brands more though.
Most have concentrated mainly on mainstream traditional media. They’ve neglected or can we say they’re unaware that the only method to survive in this time is a two-way communication media which embraces not only the original but online media platform. As we know, the current trend today is for brands to first understand their brides-customers, obtain attention through the use of social networking 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 will hook the bride. Today clients are no further purchasing one mode fits all offer by the original media. Some corporate brands here appear to hinge non-participation in online community building on such excuses that we 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 networking is alien to us. My answer is that social networking is not alien. The actual fact remains that lots of things have been part people only that we do not accurately labeled them before westerners help us out.
The idea of social networking, content marketing is rooted in cultural rituals in which a couple gets engaged before they may start dating. The method require that suitor’s intention must be established through family contacts, integrity checked and a cogent promised is made that he is enthusiastic about a serous relationship and not flings. Without these background checks, no body officially allows the intending couple to begin dating. If this 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 certain that out of arrays of suitors-products, services- your brand will take the initiative of starting a discussion, the customer wants to make sure your brand is not merely flirting, shopping for short flings but an actual relationship that will enhance her lifestyle. Brand through social networking, content and social marketing put up a bate by loading the right words inside their contents to convince, educate, entertain the bride that they are out to make her life better even before selling anything.
Customer really wants to see just how much of your intellectual property will undoubtedly be made available without charges. The customer 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 media marketing, content marketing requires a lot of commitment. It takes time before social networking and content marketing make huge impact. Any brand that could show high level of commitment in social networking will always carry the day.
Typical case studies of brands with efficient use of social networking include Tony Hseih. Tony followers in Twitter today has ended 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 construct 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 on which 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 has 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 networking to construct strong connection that impacts on the brand’s offline interaction
An example of the use of social networking to spread messages and connection was recently demonstrated by Michael Jackson’s personal doctor. As we’re all aware, it absolutely was once insinuated that he killed Michael Jackson through drug overdose. About yesterday, 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 an increase of people attending to from academics and marketing communications practitioner discussing it beforehand countries, yet Nigeria brands have assumed ‘I do not care attitude’ ;.Nations and brands are not considered backward just because of their location but based on attitudes, disposition to the use of technology that will aid progress. Building emotional connection, loyalty with the brand is now a straightforward thing through social media.
Social media marketing has become a great platform to spot with, interact, communicate brand element. This often starts in online forum and result in offline beneficial relationship. Today, nearly three billion of the seven billion potentials are now connected in social networking platforms. Agreed the ratio continues to be slow here but the quantity is increasing daily. Through social networking brands can ignite confidence in the hearts of the bride, build thought leadership. Your brand competitors may have better product, services but will truly lose out for your requirements when you can build strong connection using them before you question them to get through massive advertisement.
If your brand can share 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 be open, honest using them which will be the essence of social media. Social media marketing do not 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 networking, there’s likelihood of gaining public sympathy instead of this anger, tantrum they’re now receiving from various angles. Their followers would have been able to guard them and take appropriate position that will have given them soft landing in this trying period.
Since our brands have concentrated using one type of media, mainstream, tell me why should their brides not stop 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 now 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 way of participating in social networking which will be now being exchanged for web.2.0. For brands to actively be involved in social networking, brands need certainly to observe, listen, find clients’ hibernating medium. In doing this, brand should first define its social networking 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 fit their goals. This may inform your choice to perform a web log or perhaps to be involved in other forums like Twitter, Facebook, discussion board, social networking bookmarking, stumbleupon among others. Make sure to know that such platforms are employed by your niche audience. Identify the top influencers of your industry online through recognitions given for their opinions, comments, awards etc.
To achieve 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 need a programmer’s knowledge and in actual fact, they’r followers pas cher e employed by customer relations, brand, and Public relations experts. The sole requirement is passion that’s backed with proven results. The said manger or consultant should also understands forum rules, reputation software, understand how to distribute contents without creating offense as this might be counter productive. Great ability to produce qualitative content for blogs, create profiles and claim such blogs in online directories can be essential. Social media marketing, 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 running a business and social processes, the social networking landscape is simply 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 sure the content may be worth their attention, clarify issues, build conversation that will result in strong relationship, bring in a lot 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 be involved in social networking and content marketing. Content marketing is an art of understanding what your customers’ want, need to find out and the science of delivering it to them in a good and compelling way. The content must be engaging in a good and compelling way. To start, the brand has to construct trust and credibility. This is huge work. This becomes easy if your brand can take the time to listen to customers first. By that brand discovers their problems and the content is therefore tailored to provide solution.
Avoid talking an excessive amount of about your brand or your expertise as much as I do know the truth that your brand need to establish the line that your brand may be worth their attentions. This may make your brand’s efforts become suspect. Your web visitors want educational content without initial marketing spin. The content also must 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 stay tune along with your industry. Contents that solve problems drive traffic and increases sale rate.