[Originally published in Venture, February 2009]
I was probably on Venus when the gods of marketing released their latest commandment: “Thou Shalt Sell Yourself Cheap Online.”
Suddenly, every corporation in the world, regardless of size, seems to have woken up from a dreamless frenzy, staring with blank eyes and endlessly chanting “Facebook. Flickr. YouTube. Twitter. Wordpress. Digg.”
HALT.
Frenzied or not, social media marketing is not a fad. It has, and will continue to, change the way we market our brands, communicate with our customers, and sell our products. On the other hand, blindly jumping into social media marketing without much of a strategy might as well be the most useless thing a corporation could possibly do. It would be like renting out an empty conference room and screaming all day about how fantastic a product is, except that, well, the room is empty.
And no one is listening.
It’s too bad, because the listening part is what really makes all the difference. Historically, corporate communication was a one-way stream of propaganda, where carefully crafted press releases and perfectly created campaigns controlled the publicity that surrounded brands. It cannot be any more different today. There is a constant stream of endless opinion drowning the Internet. News is practically instantaneous. Social media networks have millions and millions of users, meaning that ideas (both good and bad) travel really fast. These changes in the infrastructure of communication have resulted in a consumer who wants to connect to a brand on a more personal level. He wants to feel actively involved, rather than to passively consume.
Most corporations seem to have grasped this change, as well as the fact that social media is probably the most efficient platform to communicate like it is 2010. The crowd mentality is very heavy within the social media community, making it easy for ideas, campaigns, and brand awareness to sky rocket. If people like you, they will tell their friends. And their friends will tell their friends. And the friend of their friends will tell their friends. You get the point. What most corporations seem to have not discovered yet is that the key to “cracking the social media code” is conversation rather than never-updated accounts on every existing social media service online (AKA “Selling oneself cheap”).
Con-ver-sa-tion. It is not about being on Twitter, creating a Facebook fanpage, and uploading all the commercials a company ever produced to YouTube. Nor is it about blabbing. Today, we have a great new offer! Check out our new awesome video campaign. I have a meeting with Bill Gates in 5 minutes. Blah. Boring. Clients do not want to become friends with their car manufacturer, they want to become friends with a person who listens and gives back valuable feedback (even in 140 character format). They want a friend who acknowledges their existence, shares useful stories, and perhaps even solves their problems. Clients want value.
Ford gets it. Coca-Cola does too. My personal favorite “getter” though is Southwest Air, who really manage to crack the code. Their 140-character Twitter micro-posts include insider-tips, such as where a flier should sit so that he gets served drinks before others on the flight. That kind of tip is something you expect from a friend, rather than an organization. No wonder Southwest Air has a million Twitter followers. Meanwhile, on their blog, called “Nuts About Southwest”, they steer clear of press releases and talk about everything else, from colonoscopies to candy corn. Sometimes, they use their blog to involve their clients in their decision-making process. A blog post asking customers whether they would prefer if Southwest changed their open-seating policy to assigned seating received over 700 comments. It was followed by another post soon after, entitled “You Spoke and We Listened – Southwest Airlines Says Open Seating is Here to Stay!”
It works for them because Southwest is well aware that real value lies in being human. It lies in caring about customers, and getting to know who they are. It lies in nurturing client conversations (especially when they are about your brand), participating in their communities, and providing benefit. The value could be anything; a great competition idea, interesting links, or simply an apologetic email when someone has a bad experience dealing with your brand.
Forget about any social media commandment that is not the opposite of corporate rules of engagement. The real secret is: “Thou Shalt Act Human, Especially On the Web.”
More Hyperlink articles:
It’s Time to Learn How to Surf
It’s Real Time