Social Media: It’s About Them
Posted By : Glenn Davis / Posted In : 4 P's

Social Media: It’s About Them

As Facebook and Twitter have ascended to the top of the marketing lexicon, it is utterly amazing to me that brands still don’t understand the (well documented) fundamentals of social media.  So many marketers are treating social media as an extension of their direct response efforts, or just another media outlet for press releases. Not to say that social platforms do not play a role in the transaction or dissimulating company news to a broad audience, but these tactics acting in a vacuum are sure fire momentum killers and roads to social media irrelevancy. That’s because they are based on top down, one way communication that do not encourage dialog or add real value. At its core, social media is a conversation between like minded peers, and brands are often viewed skeptically as outsiders and party crashers (even on their own fan pages!). Brands that are constantly telling you how great they are or how you can help them are likely to be shunned and ignored.

It’s not about you, it’s about them.

Much better to use a true people centered approach to social media communications that encourages engagement on deeper levels. This means knowing your communities by listening and taking the time to find out who they are, what they care about and what gets them fired up. Then find common ground and share your brand’s point of view in a way that adds value to the relationship. Bring something to the party:  A great story. Something surprising.  Something  fun. Something unexpected. Some knowledge or insight that will inspire or help.  This will lead to something infinitely more sharable and will grow your fans and followers in a much healthier and richer social media environment,  building customer loyalty, brand advocates and awareness.


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Posted on

April 2, 2011

Posted On : April 2, 2011