Participation is not engagement. Social media is not about the exploitation of technology but service to community...1. Stop treating your friends and fans as customers and re-frame them as human beings looking for a decent relationship and meaning in their lives.2. Accept the fact that people don’t owe your brand any loyalty or deference simply because you’re a household name. Trust has to be re-earned and maintained.3. Take the time to listen to what your community (and the community of your competitors) are saying. More often than not, when they ask you a question they are really telling you something.4. Slow down and take the long view. As we all know, lasting relationships can’t be rushed .5. Tell us a little about yourself. Not what your brand makes, but what you care about and how they affects what you make. People buy the ‘Why’ before the ‘What.’6. Embrace your inner amateur. You may have been a market leader in your category before but those days are over. And they’re unlikely to return as technology changes too quickly.7. Be grateful (rather than annoyed) that these social platforms, tools and technology exist and that they can drive your business further and faster at lower cost than ever before.8. When something works for you or another brand, ask yourself why? Then don’t copy it but think about what you can do that’s unique to you and better.9. Find the human in the technology. The currency marketers trade in has not changed even if the methods have. Emotion is what we exchange.10. Mean it. If the growing demand for transparency, authenticity and accountability has only made your brand more guarded, cynical and duplicitous, walk away from social media. The same dynamics that can fuel your success can destroy your brand image and customer base just as quickly.
Amen! It can't be said any better than that.
1 comments:
It is understandable that you love Simon Mainwaring's crisp post, where he emphasizes that "Social media is not about the exploitation of technology, but service to community."
Having read and enjoyed the interview you gave to Tom H. C. Anderson--and your blog, clearly, you are consistent in sharing your disdain for "sheeple who fear change and resist it with devastating efficacy."
Embracing change is rarely a strong suit of entrenched entities of any sort, whether it be corporations, governments, market researchers or any establishment human enterprise.
In that regard, one can typically count on those less than genuine, "psychologically impaired" institutions, to endeavor to game the system; yet they typically suffer from a high degree of self-deception, therefore, inevitably wind up being exposed and overthrown by the invigorating winds of innovation, quality, value and service.
As you continue in your fight against the status quo, bear in mind that too much success or "natural selection" in converting too many could erode your role as a heretic. - NOT!
The naturally, insecure human heart will always cling to familiar, outdated strategies and coping mechanisms, in a vain attempt to remain relevant or in control, only to help ensure its own obsolescence.
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