Observers of the ever-evolving media communications landscape by now should have formed a pretty solid perspective about what the social web means and how to get the most out of it.
These points of view no doubt will have been forged as a result of exposure to a mix of things:
- research,
- media coverage,
- personal observation and involvement,
- blogs and podcasts (peers and thought-leaders),
- a person's particular area of specialisation,
- influence of friends and peers etc.
It's not so much a case of 'right or wrong', they're just schools of thought thrown out there for discussion and debate.
For example, I come from the school of 'slow and steady' - to me social media (like all strategic PR efforts) is an ongoing commitment and can help form the basis and set the tone of a company's total marketing and corporate communications output.
I believe communications is all about adding value over time, getting involved and participating with genuine purpose (whether on or offline).
In terms of the social web, I'm big on brands creating interesting and relevant content, building relationships by helping others (offering advice, providing links to informative blog posts, media stories, podcasts and videos) as well as helping to facilitate the connection of others.
Generally speaking, in terms of marketing I'm not a massive rap for in-your-face advertising, too-cool-for-school stunts or flashy try-hard promotions (although if the idea is really cool, I'm happy to be 'sucker-punched'). This is especially so in the online world.
The Burger King 'Whopper Sacrifice' was an interesting idea although unlikely to have had a lasting effect
My preference is content-driven brand communications that add value and interest to my life and to those around me i.e.:
- interesting facts and details,
- educative background where necessary,
- compelling and informative stories,
- news, views and opinions,
- trends and statistics,
- thought-leadership,
- behind-the-scenes sneak peeks...
...plus the odd human or two who can convey said information - if it's written, I like it passionate, expressive, conversational in style - no jargon, spin or condescending tone. I especially like audio and video when it's informal and a little raw, not slick and over-produced.
That's just me. It's a view formed probably because my background is public relations.
Someone from marketing and advertising, however, may well be more interested in using social media for a quick hit. A 'cool' promotion. A 'creative campaign' that hits you in the face or draws you in via a series of stunts or 'viral teasers'.
Communicators (who may or may not be marketers) are often all about content and ongoing two-way dialogue - they see social media as a means of building brand presence as well as nurturing a sustainable community of fans and advocates for a particular brand, cause or issue over a period of time.
Advertising and marketing people, on the other hand, will often use the web to broadcast their sales message or raise awareness of a new promotion with all the bells and whistles.
There's a pretty strong contrast of opinion here.
No 'right' or 'wrong' obviously, just a fundamental difference in the way communicators and marketers use the social web. Obviously I'm speaking quite generally here but you get the idea.
Whole Foods Market understands that relevant and interesting content resonates with and adds value to the lives of its customers (screen grab of the brand's website above).
Personally I believe in building the community first; then (and only then) you can approach your online market with some short-burst campaign-type activity. This way, you've already earned trust and respect of the people and they will be more open and receptive to your sales-oriented message.
(By the way, this works offline too - PR first followed by advertising activity down the track if necessary - think Apple, Starbucks, Whole Foods Market, Southwest Airlines, Ben & Jerry's and most major car and technology brands).
Do it the other way around, however, when you have no community or following to speak of and there's every chance you'll be (a) ignored, or (b) ridiculed if the campaign doesn't hit the mark.
These are two specific camps folks. Two totally different philosophies about dealing in the one space - the social web.
Where does your brand fit in?
