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Advocacy Enabled by 4 Categories of Social Media |
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Executive Summary
Today, the culmination of a great marketing strategy is to nurture loyal users and to enable them to become advocates. Companies, big & small, have the choice of using many social media platforms to help achieve this goal. Companies should consider joining the conversation on social media platforms and provide the tools, encouragement, and information that supports loyal brand users to become brand advocates. Essentially, Social Media is word-of-mouth on steroids. In this maelstrom of Social Media websites and platforms, the recommendations of advocates are causing changes in buying habits. Business people need to determine which Social Media website is best for their purposes and which sites they are willing to invest their time and energy into nurturing. Each platform has its own etiquette, language and norms of behavior. To help figure out which social media platforms to use, I’ve found it helpful to view social media as being comprised of four categories.
1 - Content Based Social MediaExamples -- Flickr / Blogs / You Tube / PodcastsA strategy for utilizing these websites is to “Create solutions for real problems”. Consumers are looking for and searching for solutions using Google and other search engines. Business people can strategically use Content Based Social Media by creating and posting content that solves problems that folks are seeking solutions for. In other words, the businessperson develops a solution and places it into Content Based Social Media platform (e.g. how to videos, pictures with explanations).Only when a consumer’s problem is solved, will the consumer be receptive to learning more about the businessperson’s business or brand. Remember, “First give them what they want, then give them what they need.” The original content is all about solving the consumer’s problem and it is not for touting the Brand’s slogan or packaging. Content that solves consumer problems is very attractive to natural search (SEO). One tactic a business may want to employ is – to include with your posted solution an invitation for folks to provide their email address and opt-in for continuing information and product news. Additionally, the businessperson can invite folks to share the posted solution with others, encouraging advocacy.
2 - Personality Based Social MediaLinked-in / Plaxo / Facebook / myspaceFor just about all Personality Based Social Media the core use is personal. It is person-to-person. This is where the businessperson represents themselves as experts. When brand questions arise, the businessperson as expert can help answer the question and solve problems. (e.g. Linked-in Answers)In today’s business environment, all businesspeople should have a presence on Linked-in. Business people should not only have their contact information on Linked-in, but also they should be Linked-in with everyone in their address box as well as ongoing new business contacts. Email addresses are changing all the time. It is my observation that up to 30% of all email addresses change every year. Using Linked-in will allow you to stay in contact with business associates. Over the last few months, Facebook has been making a valiant effort extending the functionality of Facebook from personal pages (one page per person) to fan pages. These fan pages can contain multiple pages that showcase the brand and the brand personality. Most importantly these pages are a place for the businessperson to learn what consumers are saying about their brand. Don’t be afraid of negative comments, listen, learn and if appropriate respond to negative issues. Click here for a primer on creating Facebook fan pages for businesses.
3 - Interest Based Social MediaYahoo Groups Google Earth CommunityThese are communities of interest, online discussion groups. Sometimes these groups require joining before participation is allowed. When entering a conversation regarding your brand, remember to always identify who you are and your relationship with the brand. Never lie or deceive! There are free online tools available to monitor when your brand (or name_ is mentioned on the Internet. One of these online tools is Google Alert. It is easy to set up and use. If your brand is mention and you want to clear up a misconception, speed and honesty counts for a lot. Plus, these online discussion groups are good places to mine to find out what problems need addressing. On the flip side this is also a way to engage and encourage vocal brand loyalists.
4 - Fantasy Based Social MediaSecond Life / Webkinz / World of WarcraftI’m not recommending that marketers use Fantasy Based Social Media for recruiting brand loyal consumers. However, marketers should not dismiss this avenue out-of-hand. Remember that the slogan of World of Warcraft is “It’s Not a Game. It’s a World”. Moreover, the fastest growing social media website is Webkinz (an only play area for kids with its own economy. Where people congregate, there is always an opportunity to thoughtfully get your brand message out.
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Technology 
