Social networking is becoming mainstream and as someone said: every media becoming social. I always think some brands and their attitudes to social networking, content marketing, management. It’s clear out of every angle, except from view, that a lot of brands are overlooking the “social” facing the social media. It’s this that sets social networking besides other kinds of media. To excel in social networking, you begin with cultivating a social media mindset. Most haven’t understood what this platform offers.
All that people are now 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 path to survive in now is a two-way communication media which embraces not only the standard but online media platform. As we realize, the existing trend today is for brands to first find out about their brides-customers, manage to get thier attention through the usage of social networking platforms like blogging, Youtube, Xing, Facebook, Del.ici.ous, Bookmarking, RSS, Podcasting, videocasting, Wikis among many other available online media.
The evolution of the new media has opened opportunity to seek opinion, interact, court, date and offers irresistible proposal that may hook the bride. Today customers are no longer buying one mode fits all offer by the standard media. Some corporate brands here appear to hinge non-participation in online community building on such excuses that people are not even online, neither exist recognized consumer fora which may have major convergence of consumers online. Also no regulatory authority here pays attention to or gives any attention to whatever they have 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 very fact remains that lots of things have been part people only that people don’t accurately labeled them until the westerners help us out.
The notion 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 has to be established through family contacts, integrity checked and a cogent promised is manufactured he is enthusiastic about a serous relationship and not flings. Without these background checks, no one officially allows the intending couple to start dating. If this really is violated then, the bride to be would be disciplined.
Drawing a parallel 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 usually takes the initiative of starting a conversation, the consumer wants to make sure your brand is not merely flirting, looking out for short flings but an actual relationship that may enhance her lifestyle. Brand through social networking, content and social marketing setup a bate by loading the best words inside their contents to convince, educate, entertain the bride that they are out to make her life better even before selling anything.
Customer desires to see simply how much of your intellectual property will soon be made available without charges. The consumer wants to find out you’re 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 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 is finished one forty million. Hseih could be the managing Director of Zappos.com. Tony through his ‘tweet’ has course to meet with customers at a club while many in his position will rather hide under the guise of busy schedule. Tony uses Twitter to construct interaction with customers; he uses twitter to solve 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, 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 along with virgin potentials. The virgin group also posseses an integrated website that enables news update, blog among others. Southwest Airlines has used social networking to construct strong connection that impacts on the brand’s offline interaction
A good example of the usage of social networking to spread messages and connection was recently demonstrated by Michael Jackson’s personal doctor. As we’re all aware, it had been once insinuated he killed Michael Jackson through drug overdose. About yesterday, he used YouTube video to spread his part of the case. This video spread across the net along with mainstream media. top smm reseller panel Popularity of virtual community has been soaring high with increased people attending to from academics and marketing communications practitioner discussing it ahead of time countries, yet Nigeria brands have assumed ‘I don’t care attitude’ ;.Nations and brands are not considered backward just for their location but predicated on attitudes, disposition to the usage of technology that may aid progress. Building emotional connection, loyalty with the brand is now a straightforward thing through social media.
Social networking has become a great platform to spot with, interact, communicate brand element. This often starts in online forum and cause offline beneficial relationship. Today, nearly three billion of the seven billion potentials are now actually connected in social networking platforms. Agreed the ratio is still slow here but the amount is increasing daily. Through social networking brands can ignite confidence in the hearts of the bride, build thought leadership. Your brand competitors could have better product, services but will certainly lose out to you when you can build strong connection using them when you ask them to get through massive advertisement.
If your brand can give away enough information, answers to concerns and prove that you will be on the verge of seriously neglecting your 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 networking don’t allow cover ups, unnecessary protection of corporate brand’s failures. I am of the opinion that when our banking industry’s Managing Directors have now been active in social networking, there’s chance for gaining public sympathy instead of this anger, tantrum they’re now receiving from various angles. Their followers could have been able to guard 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 exactly why is it burdensome 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 actually also afraid; skeptical of marketing. Why should the brides be loyal when the component of trust is shaking?
Having established that let us now examine proper method of participating in social networking which will be now being exchanged for web.2.0. For brands to actively participate in social networking, brands need 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 target audience, and identify objectives. Having done this, brand must carefully pick or access platforms that fit their goals. This can inform your decision to perform a weblog or just to participate in other forums like Twitter, Facebook, discussion board, social networking bookmarking, stumbleupon among others. Be sure you understand that such platforms are utilized by your niche audience. Identify the very best influencers of your 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 don’t need 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 is also essential. Social networking, content marketing, management is seen as assortment 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 networking landscape is simply about conversation before any marketing campaign.
Brands must therefore consider Rajesh Setty’s suggestion so it must demonstrate that the brand cares, is curious to find out what is the concern of the customers, contribute, make sure the information is worth their attention, clarify issues, build conversation that may cause strong relationship, generate 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.
