The dynamics of social media revolve/intersect around:

• the democratization of information and knowledge
• the distribution of content through social interaction
• publishing tools that are scalable and easy to access
• individuals transitioning from media consumers to content publishers
• a transformation from one-way media broadcasts to two-way communication

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“Influence” is the latest social media hot button topic. How does your organization become a significant member within the communities you serve?

Brian Solis delves into this on a recent blog post: Social Media’s Critical Path: Relevance to Resonance to Significance.

Your content is the currency that starts the relationship building process across social channels. The path of Relevance → Resonance → Significance needs to begin with a deep understanding of your audience’s information needs – it’s difficult to be relevant without knowing what’s important to your community.

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CEOs don’t believe in social media unicorns or pixie dust – it’s time to step up our game folks.

Comments?

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“Campaigns do not create relationships…but relationships can buoy campaigns” (Todd Defren)

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Dragonflies have a unique ability to maneuver in multiple directions during flight due to the fact that their four independent wings work in unison.

This visual was inspired by The Dragonfly Effect – Quick, Effective, Powerful Ways to Use Social Media to Effect Social Change written by Jennifer Aaker and Andy Smith. I love the dragonfly concept and thought it also represented the perfect metaphor for connecting the major elements of social media strategy:

1. Social Environment
2. Strategic Planning
3. Tactical Implementation
4. Ongoing Management

Environment

• Understanding your business model – What business are you in?
• Having a deep understanding of your internal and external audiences
• Assessing your social capacity and how your culture will affect social media integration

Strategy

• Setting social media goals that connect to business objectives
• Developing a listening strategy – and a corresponding plan to “act” on gathered insight or conversations
• Use tools and tactics that are relevant to your audience – “fish where the fish are”

Implementation

• Have a content strategy that is in sync with audience information needs
• Develop detailed work flows and schedules for all social media tactical components
• Although many of the tools are free, understand that social media requires a labour and time investment

Management

• Create social media guidelines that reflect the culture of the organization
• Develop internal social media training programs for staff and management
• Use metrics that connect back to your business objectives – and measure performance based on both financial and non-financial criteria

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Although strategic and tactical differences exist between B2B and B2C marketing, I think it’s important to remember that, in the end, people buy from people. Whether it’s in-store, online or at the head office, the people connecting with your customers make the difference – things like trust, service and integrity are universal and transcend every marketing sector.

Check out the inspiration for this visual at the Social CMO Blog: B2C vs B2B Marketing: Do the Differences Really Matter?

I’m sure I have missed other key differences – What are some that you think are important?

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Augie Ray at Forrester wrote a great “common sense” post about the problems associated with Facebook fan valuation.

I agree with his argument – assigning  generic dollar values to individual Facebook fans is a futile exercise because of the variables involved. Furthermore, as social media managers or digital agencies, using these figures to recommend strategy or measure performance makes even less sense.

That being said, it’s still important for organizations, brands, etc. to take the time to understand the criteria for assessing value – even if it can’t be measured to the penny.

Thinking about fan acquisition, behaviour, engagement and sphere of influence can help organizations craft better strategies – and improve the value and impact of their Facebook communities.

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Social media is an important part of your marketing strategy. Before entrusting it to inexperienced staff:

• Set up a training program
• Publish social media guidelines
• Communicate how social media connects to business objectives
• Make sure a senior team member is responsible for managing/mentoring

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This visual was inspired by Lee Odden over at the Online Marketing Blog.

“Without a smart listening effort, companies miss key opportunities: marketing, customer service, sales, recruiting, partnering and public relations.”

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Recently, I had the opportunity to interview Mitch Joel – President at Twist Image, author, and host of the Six Pixels of Separation podcast and blog.

In this excerpt, Mitch talks about the concept of Digital Darwinism.

Takeaways:

• Digital Darwinism is about evolving to your community’s channels and empowering people to communicate with one another
• You can earn brand evangelism by being active in other people’s communities
• Like artists or musicians, brands should invest some time in the development of their “voice”

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