Joel told the tale of the new consumer, who is connected and, as a result, has access to a tremendous amount of information. Social media marketing is not about brands having conversations with consumers; it’s about brands publishing sharable and findable content that serves as catalysts for consumer conversations.
His advice to brands for social media success:
1. Accept it. Stop seeing things from the brand perspective and take the consumer point of views. Social media is real and is being used across three distinct platforms — web, mobile and touch.
2. Social media is to be used with, not instead of, other media platforms. Engagement strategy needs to be holistic, not channel specific.
3. Don’t write checks you can’t cash. If you motivate a consumer to follow a link from your Facebook page to your website, be sure to deliver on your promise.
4. Be open. Consumers trust brands with user-contributed content; even if that content includes negative reviews.
5. Focus less on marketing and more on publishing.
6. Ask why, not what. Don’t put your brand on a platform because you see others there; go to where your customers are.
7. Create simplicity. Most people are not interested in technology. Take advantage of those who have already made social media easy.
With increasing focus on two-screen TV and other active media consumption, Joel projected that passive media consumption will continue. This is an important — and possibly overlooked — view of the “multi-modal” marketing landscape.
Neil Glassman is principal marketing strategist at WhizBangPowWow, with a track record of success across linear, digital and social media. Join his conversation on Twitter or email Neil to talk about marketing or swap recipes.