Social Media As an Investment


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10 Social Media Dos and Don'ts for online Business Success

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Social Media As an Investment

  1. 1. ==== ====1 Wierd News They Dont You To Know... ====Social media has become mainstream and as someone said: every media becoming social. Ialways think some brands and their attitudes to social media, content marketing, management. Itis clear from every angle, except from view, that most brands are overlooking the "social" in frontof the social media. This is what sets social media apart from other kinds of media. To excel insocial media, you begin with cultivating a social media mindset. Most have not understood whatthis platform offers.All that we are currently doing is majorly titled toward social media abuse which is based onadvertising and shameless ego promotion. This affects corporate brands more though.Most have concentrated mainly on mainstream traditional media. They have neglected or can wesay they are unaware that the only way to survive in this time is a two-way communication mediawhich embraces not only the traditional but online media platform. As we know, the current trendtoday is for brands to first learn about their brides-customers, get their attention through the use ofsocial media platforms like blogging, Youtube, Xing, Facebook, Del.ici.ous, Bookmarking, RSS,Podcasting, videocasting, Wikis among many other available online media.The evolution of these new media has opened up opportunity to seek opinion, interact, court, dateand offers irresistible proposal that will hook the bride. Today customers are no longer buying onemode fits all offer by the traditional media. Some corporate brands here seem to hinge non-participation in online community building on such excuses that we are not yet online, neither arethere recognized consumer fora which have major convergence of consumers online. Also noregulatory authority here pays attention to or gives any attention to whatever they have to say can.They also claim that online forums here have no impacts on corporate performance. Some alsoclaim that social media is alien to us. My answer is that social media is not alien. The fact remainsthat many things had been part of us only that we do not accurately labeled them until thewesterners help us out.The idea of social media, content marketing is rooted in cultural rituals where a couple getsengaged before they could start dating. The process require that suitors intention has to beestablished through family contacts, integrity checked and a cogent promised is made that he isinterested in a serous relationship and not flings. Without these background checks, no oneofficially allows the intending couple to start dating. If this is violated then, the bride to be would bedisciplined.Drawing a parallel in this ancient ritual, the customers want the brand today to show that whatmatters is her, not money making. The customers want to be sure that out of arrays of suitors-products, services- your brand can take the initiative of starting a conversation, the customerwants to be sure your brand is not just flirting, looking out for short flings but a real relationship that
  2. 2. will enhance her lifestyle. Brand through social media, content and social marketing set up a bateby loading the right words in their contents to convince, educate, entertain the bride that they areout to make her life better even before selling anything.Customer wants to see how much of your intellectual property will be made available withoutcharges. The customer wants to find out you are a giver. One of their love languages is giftsharing. A giver without string attached always takes the show. Social media, content marketingrequires a lot of commitment. It takes time before social media and content marketing make hugeimpact. Any brand that can show high level of commitment in social media will always carry theday.Typical case studies of brands with efficient use of social media include Tony Hseih. Tonyfollowers in Twitter today is over one forty million. Hseih is the managing Director of through his tweet has course to meet with customers at a bar while many in his position willrather hide under the guise of busy schedule. Tony uses Twitter to build interaction withcustomers; he uses twitter to solve problems for clients. The strength of Tony Hseih and Zapposcommunities has been used to strengthen relationships with Zappos brand offline. Zappos clientfreely gives their ideas on what 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 usedhis twitter account to answer questions from angry customers as well as virgin potentials. Thevirgin group also has an integrated website that allows news update, blog among others.Southwest Airlines has used social media to build strong connection that impacts on the brandsoffline interactionA good example of the use of social media to spread messages and connection was recentlydemonstrated by Michael Jacksons personal doctor. As we are all aware, it was once insinuatedthat he killed Michael Jackson through drug overdose. About a week ago, he used Youtube videoto spread his part of the case. This video spread across the internet as well as mainstream media.Popularity of virtual community has been soaring high with more people paying attention fromacademics and marketing communications practitioner discussing it in advance countries, yetNigeria brands have assumed I do not care attitude. Nations and brands are not consideredbackward just because of their location but based on attitudes, disposition to the use of technologythat will aid progress. Building emotional connection, loyalty with the brand is becoming an easything through social media.Social media has become a great platform to identify with, interact, communicate brand element.This often starts in online forum and lead to offline beneficial relationship. Today, nearly threebillion of the seven billion potentials are now connected in social media platforms. Agreed the ratiois still slow here but the number is increasing daily. Through social media brands can igniteconfidence in the hearts of the bride, build thought leadership. Your brand competitors may havebetter product, services but will surely lose out to you if you can build strong connection with thembefore you ask them to buy through massive advertisement.If your brand can give away enough information, answers to concerns and prove that you are onthe verge of seriously neglecting your own best interest, of tight schedules, in order to serve thesegreedy, needy brides that desire your brands become more open, honest with them which is the
  3. 3. essence of social media. Social media do not allow cover ups, unnecessary protection ofcorporate brands failures. I am of the opinion that if our banking industrys Managing Directorshave been active in social media, there is possibility of gaining public sympathy instead of thisanger, tantrum they are now receiving from various angles. Their followers would have been ableto defend them and take appropriate position that may have given them soft landing in this tryingperiod.Since our brands have concentrated on one form of media, mainstream, tell me why should theirbrides not block out their useless bragging through advertising? Tell me why is it difficult forbrands n our environment to see handwriting on the wall that their brides now desire theirauthentic voices that are not coloured with jargons of self- serving moneybags? The brands bridesare now also afraid; skeptical of marketing. Why should the brides be loyal when the element oftrust is shaking?Having established that let us now examine proper way of participating in social media which isnow being exchanged for web.2.0. For brands to actively participate in social media, brands needto observe, listen, find clients hibernating medium. In doing this, brand should first define its socialmedia strategy through careful evaluation of brands resources, analyze the target audience, andidentify objectives. Having done this, brand must carefully pick or access platforms that fit theirgoals. This will inform the decision to run a blog or just to participate in other forums like Twitter,Facebook, discussion board, social media bookmarking, stumbleupon among others. Be sure youknow that such platforms are used by your niche audience. Identify the top influencers of yourindustry online through recognitions given to their opinions, comments, awards etc.To do this effectively, brand may consider creating the position of community or socialmedia/knowledge management manager or hire consultant who has track records in skills likecommunity management, online reputation management, monitoring, tracking, podcast, videocast, web links etc. These skills do not require a programmers knowledge and in actual fact, theyare used by customer relations, brand, and Public relations experts. The only requirement ispassion that is backed with proven results. The said manger or consultant must also understandsforum rules, reputation software, know how to distribute contents without creating offense as thismay be counter productive. Great ability to create qualitative content for blogs, create profiles andclaim such blogs in online directories is also essential. Social media, content marketing,management is seen as collection of open-sourced, interactive and user- controlled onlineapplication used to expand the experiences, knowledge and market power of the users asparticipants in business and social processes, the social media landscape is basically aboutconversation before any marketing campaign.Brands must therefore consider Rajesh Settys suggestion that it must demonstrate that yourbrand cares, is curious to find out what is the concern of the customers, contribute, make sure thecontent is worth their attention, clarify issues, build conversation that will lead to strongrelationship, bring in a lot of creativity, demonstrate the brands character and values cherished,build community, tribe, brings change, instill courage and be highly commitment to a cause itsbelieve in.Let me conclude this piece by highlighting how brand can start participate in social media andcontent marketing. Content marketing is an art of understanding what your customers want, needto know and the science of delivering it to them in a useful and compelling way. The content has to
  4. 4. be engaging in a useful and compelling way. To start, the brand has to build trust and credibility.This is huge work. This becomes easy if your brand can take time to listen to customers first. Bythat brand discovers their problems and the content is therefore tailored to provide solution.Avoid talking too much about your brand or your expertise as much as I do know the fact that yourbrand need to establish the line that your brand is worth their attentions. This can make yourbrands efforts become suspect. Your customers want educational content without initial marketingspin. The content also has to be compelling, entertaining to earn the scarcest entity on the wed-time/patience. Great content must guides, clarifies, enlightened and connect. The language of thecontent has to be in tune with your industry. Contents that solve problems drive traffic andincreases sale rate.Social media and content marketing make your clients see your brand as unique resource, trustedadvisor and a brand that makes them look good. This will make them to gladly exchange theirmoney and loyalties for your commitment to the relationship. When you have so much to give,they will not wait to tell others about your brand. There are some other factors that come into playhere but let us conclude todays piece by saying that brand has several opportunities when itannexes the two way communication of mainstream and evolution of new media.Yinka olaito is a Brand, Public relations expert and Social media advocate. He has gained overtwelve years in the field. He is presently the chief consulting Officer Michael sage consulting,Lagos Nigeria. He authors The branding Gavel- an award winning blog.This blogs has been rated as one of the Top 100 Branding Blogs in the world among others.Article Source: