Maximizing Social Strategies with Your Brand: The Next Media Company by Michael Brito
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Visual summary of Michael Brito's book "Your Brand: The Next Media Company." Collaborative final project for PR 99 at San Jose State University.
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Maximizing Social Strategies with Your Brand: The Next Media Company by Michael Brito
Editor's Notes
- The book we decided to use is Your Brand The Next Media Generation by Michael Brito. This book is about creating a successful brand through social media.
- The first point Brito makes is CADD or Customer Attention Deficit Disorder and that means customers have a short attention span and ADD so they move from one site and device to the next.
- The 4 primary devices customers use are phones, iPad, computers and tv. The average interaction time on these devices are 17 mins on the phone…
- 30 min. on iPad…
- 39 min. on laptops and computers…
- and 43 min. on television.
- Consumer time online is valuable and limited so you need to make sure your content is relevant to keep the attention of the consumer.
- In order to prevent these business issues, we must create a physical space where companies can engage with their market through social challenges. A Social Business Command Center can be used to solve challenges such as managing crises, customer problems, and listening for trending topics. To launch your command center, there are eight steps.
- First, we must listen. Listen like you are in a relationship with the public. There are technology platforms that have listening abilities and software that goes through the Internet and gathers all mentionings of your brand in blogs, Twitter, Facebook, YouTube, Instagram, etc. All of these gatherings accumulate into the “share of voice, volume of mentions, setiment, community growth, engagement metrics, and so on.”
- The second step is to take action. Again, if we are a happy couple with the public, we must build our relationship. We must find relevance between your brand and the public that willl allow us to add value to the conversation.
- The third step is to become a trusted member of the community. This step can take time.
- Which moves us on to number four, once we have become a trusted member, our goal is to turn friends, fans, and followers into brand advocates. Brand advocates will help tell your story.
- Content is king. Our ability to create the right content, at the right time, in the right channel, to the right customer = true value.
- As our relationship with the public blossoms, we must take feedback from the community + take action with innovation. Customers will feel emotionally invested in your brand.
- Second to last is research. We can’t move forward unless we research.
- And finally, the eighth step is supporting the customer. Many command centers are managed by customer support agents who listen for negative feedback + solve them quickly + efficiently.
- Now we are ready to open our Social Business Command Center.