Social marketing earns, not buys
attention so have an opinion, be true to what you say, be of value, be open -
above all be human.
As 'markets become conversations'
customer relationships and advertising models are changing for good. Passive
consumption becomes active interaction. Monologue becomes dialogue. Control
becomes collaboration. Customers are empowered, well informed, connected. It's
an environment, which operates to social principles - creating not subtracting
value, serving a larger purpose than your own, being useful, facilitating.
It's an environment in which the
more human elements matter - having a point of view, being true to yourself and
what you say, being open, honest, transparent. Ford use social media to (in the
words of Scott Monty) "humanize the Ford brand and put consumers in touch
with Ford employees", and regularly reach out to bloggers for feedback and
to encourage the spread of positive word of mouth.
Zappos believe that their
"culture is their brand" and use social media to create touch points
throughout every area of their business and ensure customer service isn't just
a department, it s the entire company. Authenticity is the currency that
encourages trust, involvement, and engagement. Authenticity is what turns an
audience into a following.
