Social Media: “Engaged” to “Connected”


Effectively integrating social media within traditional marketing strategy requires an understanding of the value of social connections.

Engagement within social media is only the first step. The difference between engagement and true connections lives within how you prepare, respond and adapt

Duke University’s Fuqua School of Business and the AMA have released the February 2011 CMO Survey.

The results reflect a likely 18.1% increase in social media spending over the next five years, yet, at the same time, it seems many have concerns with the effective integration of social media.

It is important that Brands are not perceived as simply “broadcasting” within social media channels under the guise of being engaged.

Engagement alone does not create influence or a likeliness to share…

The results reflect a likely 18.1% increase in social media spending over the next five years, yet, at the same time, it seems many have concerns with the effective integration of social media.

Sustainable connections are created through:
  • Emotional Triggers
  • Immersive Experiences
  • Collaborative Positioning

Engagement within social media is only the first step. The difference between engagement and true connections lives within how you prepare, respond and adapt. This process is what defines social media effectiveness.

An effective integration of social media should:

  • Develop- sustainable connections
  • Co-create- messages, products, service
  • Bring collective curiosity into play
  • Create- immersive occasions
  • Identify and enthuse advocates / influencers
  • Understand- what influences consumption
  • Extract- value and importance within context
  • Challenge- traditional decision making process
  • Transition- moderated speaking into more nurturing and beneficial discussions

Sustainable connections will follow…

Social media should enable the brand’s new role(s); service, resource provider and enabler.  Flexibility, versatility, and adaptability are key, but it is important to maintain a relentless focus on creating meaningful experiences.

Social environments have to allow for a very natural expression of the user and sensitivity to the process of sharing…

Savvy brands ask incredible questions that instantly form emotional connections with people.  Memories are provoked and a sense of true collaboration exists.

Sometimes, thousands of comments are shared and within, immeasurable levels of rich context can be found.  When integrated within knowledge ecosystems this content provides direction that alters decisions, triggers innovation and can be used as stimuli for social media.

A response is required…

Responding nourishes social amity and forms strong alliances. Preparing a sustainable system of information sharing/extraction is challenging, but certain to become the source for serious business decisions and future strategies.

Key: Authenticity, Conviction and Flexibility

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