COMMENTS
I couldn't agree more with you here. Cultivation is definitely the right term to describe how Social Media grows. It's a long term commitment that needs to be embraced and supported all the time, not just when you first decide to pick up something new....
This is a great article. I recently started consulting for companies looking to use social media for branding purposes. When I tell the client her or she needs to create content I get a blank stare or the comment "we don't create content." So many companies think successful social media branding is simply having a Facebook or Twitter account, which as this article explains, isn't authentic. Thanks for the insights.
Good stuff...especially your point about engagement! As a social media marketing consultant, I recently worked with a client to use a social media campaign to advertise an event hosted by his organization. When I told him he needed to be sure to respond to any questions or comments posed by members of the social media community, I thought he was going to shut the project down.
We get our best recommendations for product improvement from our users and fans - why would you NOT want to create a dialogue? While there are days where we interact more than others, great ides come from anywhere and if you're just broadcasting, you're going to miss some valuable stuff floating around out there.
Rob Wilcox
Founder - FaceFile
One Click Could Save Your Life
The seeds in your story are actually like peonies in that they don't typically bloom the first year and maybe not even the second. Stealing an analogy from Brian Carroll, you keep tending to them, but you don't dig them up to see if they are growing yet.
(Side note: I know peonies are from tubers but that's beside the point)
All the best!
Melissa
Especially with the rash of "auto follow" software spam on Twitter as of late, people think that:
1) There's a "quick fix" when it comes to social media.
and
2) That it's a numbers game.
I don't think those perceptions could be further from the truth. What good are tons of followers and fans if you don't interact with them? And how are you going to know who to interact with if you spend all of your time collecting as opposed to
listening?
Listening is one of the most valuable skills I teach clients that I work with in the social media space. It is lesson ONE. You can't listen if you're talking. It's that simple.
Erika Napoletano
Head Redhead
Redhead Writing
It is so funny this article came out this morning. I also posted an article very similar to this do to the experience I had this morning. It all steamed from a social media presentation I gave to a business class. If you would like to see how presenting social media taught me a few things about this very topic, check out our article called "How to put the "Social" & "Networking" back into Social Networking.".
Great article Rick!
Whoops, I forgot the link for the article mentioned above. How to put the "Social" & "Networking" back into Social Networking - http://www.getbrandwise.com/branding-blog/bid/22203/How-to-put-the-Social-Networking-back-into-Social-Networking
Great article! I already know content is the main key to spread your brand accross the web... I think the most important reason you have to use social media, is to create buzz on your brand!
Just let people speak about you and what you can do for them...
Great article Rick! You always find a way to put the importance of social media in a way anyone could understand. What's your take on the importance of a first impression with social media? I'll be putting up my thoughts on that on our blog shortly and am looking to see what others think. <www.discoverycomm.com>
As always, you deliver the real truths of social media and its impact on us as consumers and product producers. Who doesn't appreciate feeling cared about?
I sincerely believe engaging in dialogues with your customers on the sites they themselves frequent, connects you to them in a more sincere way than advertising ever did.
My latest blog entry speaks to this in basic terms. I'll be referencing you in my next post. <www.amtmconsulting.com>
Thank you for crystalizing what matters most for branding ourselves on social media.
The one thing I need to improve on based on this article is socially engaging my followers on Twitter. Good Advice!
Excellent post! The analogy with the fake flowers and real flowers is dead on!
Eric Melchor
http://www.smartdigitalspending.com
I think a great way to get your brand seen online through social media is by also joining Loopthing (google it), which combines all the main social media players out there at the moment.
That's absolutely correct and its exactly what I am trying to make my clients understand. It takes time for the flowers to flourish. Social media is not an advertisement channel. Those are the things which I tell them, but I must confess, its almost impossible to make them understand this. 40 posts in 10 weeks and then you disappear will not do the job.
Do you have any more writings which answer how to explain them that 'this is a process'
Well said and the analogy is a decent fit.
Point #4 the most meaningful as all too often there is this gill- net mentality to branding, selling, advertising, networking.... dating, etc. Here you speak to authentic content and paticipatory involvement which is great. Simply accessing a variety of media platforms just to be a player within is critically missing the opportunity to have a conversation. Instead of taking up space, participants should more deeply connect and involve in this and any other brand effort channel activated.
I think most understand this....although the brand stuff that intercepts me still seems annoyingly vague, puzzle-like and exclusionary. In fact, most is rather dreadful and getting worse all of the time. Perhaps they're not weatring enough black?
This is really a great medium to attract a bundle of people with the help of Social Media.
This not only help us to sell product but also help us to make a strong bond with the society.
I did not know about social median branding, As a new blogger I am learning lot about blogging from this blog.
I will always try to become a expert blogger by learning from here.
What a wonderful metaphore!
What a wonderful metaphore!
Great article. I can't tell you how many companies want to simply write the check and have us put up a plastic front. The analogy of the plastic flowers is dead on! Oh by the way, the search engine are catching on to this and actually running scripts to assess the content….similar to the Gunning Fog index but more complicated is what I’m hearing. FAST, the search company which Microsoft bought (now BING) is very deep into it.
Excellent post. To be unique and stand out above the rest is the goal for all marketing. Providing an uninteresting service will eventually provide uninterested customers. But to develop your brand and have positive feedback from within the company will generate a positive buzz for your customers.
Cultivation and engagement! Two words that were perfrctly used in this post! I couldn't agree more with your entire article. My company is attempting to do everything mentioned above and hopefully it will pan out for us (as long as we follow he right guidelines) and your suggestions and points are well thought out and and right on target with what should be done for every company, brand or product out there today! Thanks for the great content and tips! I love this blog!
Internet marketing is indeed very different from traditional marketing. In the field of internet marketing the webmaster uses all possible means for promotion just from the comfort of his small office or his bedroom.
I like your comparison of traditional marketing v. online marketing to real v. fake flowers. It is so true that connecting with people takes an effort. The question is how to balance connecting with people and serving clients to build the business and the brand.
Radio + Digital & Social Media = Effective Marketing Campaign
Although businesses place a lot of emphasis on Digital and Social Media, we never want to forget the importance of Traditional On-Air Marketing. In short do not stop focusing on the future, but don’t ignore what has worked in the past. Think creatively and incorporate what works best for your company.
I suggest staying ahead of the curve by creatively building digital on-air messages for both early media adaptors and traditional radio on-air media users all while finding new ways to reach your consumer