Social media is mainstream. As someone once said, every media becomes social. It is always interesting to see how brands view social media, content marketing and management. Every angle is clear, but not from my point of view, that many brands ignore the “social” aspect of social media. This is what makes social media different from other media. You must develop a social media mindset to excel in social media. Many people don’t know what this platform is.
We are focusing mainly on social media abuse, which is based on shameless ego-promotion and advertising. Corporate brands are more affected by this.
Many have remained focused on traditional mainstream media. They don’t realize or have forgotten that this is the only way to survive in these times. This includes a two-way communication medium that embraces both traditional and online media. Today’s trend is for brands to learn first about their brides-customers and then get their attention via social media platforms such as blogging, Youtube, Xings, Facebook, Del.ici.ous RSS, Podcasting. Videocasting, Wikis, and other online media.
These new media have opened up opportunities to interact, court, date, seek opinions, and offer irresistible proposals that will charm the bride. Customers are not buying the same media in every way. Corporate brands seem to base their non-participation at online community building on excuses such as we aren’t yet online and there aren’t recognized consumer forums which have a large convergence of online consumers. No regulatory authority pays any attention to what they have to say. They claim that the online forums have no impact on corporate performance. Others claim that social media is foreign to them. I would say that social media isn’t alien. It is true that many things were part of us, but we have not been able to accurately label them until westerners assist us.
Social media and content marketing are rooted in cultural rituals that allow couples to get engaged before they can start dating. This process requires that the suitor’s intentions must be confirmed through family contacts and integrity checked. A cogent promise is made to ensure that he is serious about a relationship. These background checks are required before the intended couple can start dating. The bride-to-be would be punished if this is not followed.
The customers see a parallel in this ancient ritual. They want their brand to emphasize that she is more important than making money. Customers want to know that, out of all the suitors-products and services-your brand can initiate a conversation. They don’t just want to see your brand flirting with them, but building a relationship that will improve her life. Social media, content, and social marketing create a bate. They load the right words into their contents to convince, educate and entertain the bride that they want to make her life easier.
The customer wants to know how much of your intellectual properties will be made freely available. Customer wants to know if you are a giver. Gift sharing is one of their favorite pastimes. The show is won by the generous giver who doesn’t attach strings. Content marketing and social media require a lot of dedication. Social media and content marketing take time to make a significant impact. Brands that show high levels of commitment to social media will be remembered.
Tony Hseih is a typical example of a brand that makes efficient use of social networks. Tony has over forty million followers on Twitter. Hseih, Zappos.com’s managing Director, is his name. Tony, through his “tweet”, has the ability to meet customers at a bar while others in his position would rather hide behind busy schedules. Tony uses Twitter to interact with customers and solve client problems. Zappo has used the strength of Tony Hseih’s Zappos communities to build relationships offline. Every Zappos customer can freely share their ideas. This allows for co-creation of services and products by brands.
He is as busy as Richard Branson, Virgin Group’s CEO, but he also has a Twitter account. His twitter account has been used by him to answer questions from both angry customers and potential virgins. A website integrated by Virgin Group allows for news updates, blogs and other features. Southwest Airlines used social media to establish strong connections that have an impact on offline interaction.
Michael Jackson’s doctor recently showed how social media can be used to connect people and spread messages. We all know that Michael Jackson was once accused of killing himself by consuming drugs. He posted his part of the story to YouTube about a week ago. The video was shared on the internet and in mainstream media. The popularity of virtual communities has been rising with more people paying attention to academics and marketers communications practitioners discussing it in advance countries. However, Nigerian brands have adopted an ‘I don’t care attitude’. Brands and nations are not considered backward simply because they are located in a country. They are ranked based on their attitudes, disposition, and willingness to use technology that will help them progress. Social media is making it easy to build emotional connections and loyalty to the brand.
Social media is a great way to connect with others, share brand elements, and interact with them. These interactions often start in an online forum and can lead to a mutually beneficial offline relationship. Nearly three billion of the seven trillion potentials are connected today via social media platforms. While the ratio is slow, it is growing daily. Social media can help build confidence and thought leadership. Although your brand competitors might have better products and services, they will lose to you if you don’t establish strong connections with them before asking them to purchase through large advertisements.
Your brand should be able to give enough information and answers to questions to show that you are not only willing to help these needy brides but also that your company is open to sharing the truth with them. This is what social media is all about. Social media does not permit cover-ups or unnecessary protection of corporate brand failures. If our bank industry’s managing directors were active on social media, it is possible to gain public sympathy rather than the anger and tantrum they are currently receiving from different angles. Their followers would have been able defend them and take the appropriate position to give them a soft landing during this difficult period.
Our brands have a singular focus on mainstream media. Why should they allow their brides to block their useless bragging through advertisements? Is it so difficult for brands to see the handwriting of their brides in our environment? Brands’ brides are also skeptical about marketing. The element of trust is under attack. Why should brides remain loyal?
Let’s now look at how to participate in social media, which is being used for web.2.0. Brands must listen to clients and actively engage in social media. To do this, brands must first evaluate their resources and analyze the target audience to determine its social media strategy. After defining their social media strategy, brands must choose or access platforms that meet their objectives. This information will help you decide whether to start a blog, or if you want to join other forums such as Twitter, Facebook, discussion boards, social media bookmarking, and stumbleupon. Make sure you are aware of the use of such platforms by your target audience. Recognize the top industry influencers online by recognizing their comments, awards, and opinions.
Brands may want to create a position for community/knowledge manager or consultant in order to achieve this goal. This person can have track records in skills such as community management, monitoring, tracking and podcast, videocast, web links, etc. These skills are not required to be programmer-level and can be used by public relations specialists, customer relations and brand experts. Only passion with proven results is required. Managers and consultants must be familiar with forum rules, reputation software, and how to distribute content without creating offense. This could prove counterproductive. It is essential to be able to create quality content for blogs, establish profiles and claim blogs in online directories. Management, social media and content marketing are all about creating and managing open-sourced, interactive, and user-controlled online applications that can be used to increase the market power, experience, and knowledge of users. The social media landscape is essentially about conversations before any marketing campaign.