Note: This will probably turn into on post in a multi-series. I believe the conversation I was having with this individual will most likely be ongoing. However, he did approve this first post.
I had an intriguing conversation the other day with an acquaintance. We were discussing traditional marketing and branding campaigns in relation to those that utilize social media. He claimed that the traditional marketing campaigns (in particular: branding through corporate storytelling) were more effective for companies that seek to foster engaging relationships with their constituencies.
I happened to disagree with him.
I think his statement was putting a blanket on social media campaigns. First off, I don’t think that a social media campaign should be *the only* element of a marketing strategy, it’s a tactic that may be employed to enhance pre-existing strategies.
Second, I believe that social media allows for the creation of unique, personalized messages to a company’s constituencies. For example, Comcast has created a brilliant form of proactive customer service strategy through the tactic of Twitter. This strategy enhances their preexisting corporate story as defined in the Comcast Credo.
Third, he did say that there used to be extreme thought and strategy development before implementing a corporate story. I didn’t disagree with him. But I did find it a bit disconcerting that he thought social media campaigns weren’t highly strategized. If anything, they are the reverse.
Before beginning a social media marketing campaign, it’s important that companies do a considerable amount of listening and monitoring to ensure that any message will reverberate among their community. Understanding their network and generating authentic relationships with their customers on an individualized basis is the underlying principle.
Here are some of the most basic lessons of social media use, many that are misunderstood by a variety of social media practitioners:
1. Lead with Relationships: If a company wants to utilize these social media tools, they must first lead their efforts through building successful, valuable relationships with influencers in their field. Every SM tool has its own value and using SM shouldn’t detract from interpersonal relationships, only adds to ability to connect with people.
2. Authenticity is Imperative: Being transparent in interactions one has with their constituencies is absolutely key. For example, if you’re blogging about one of your clients, it’s imperative to disclose that they are a client, to ensure that the reader is not being tainted with what could be potentially biased information. Lead your SM efforts with the utmost truth.
3. 2 Ears, 1 Mouth Principle: It all starts and ends with listening. Understanding the needs of your constituencies will only help you level and reach them on the most personalized basis possible. Recognizing that you need your constituencies more than they need you means that companies have to spend twice as much time listening to their constituencies, ensuring that the content they deliver to their constituencies is effective the first time it is distributed.
Update 08.13: I wanted to include a link to a pertinent post written by Josh Bernoff from Groundswell on this topic.
