Galaxy Ninja

People keep sending me articles about how some company has finally managed to tap the ever elusive potential of social media.  The company will give some tips and tricks based on their success, explain how social media is in fact a "real" trend, and that there is money to be had here, if you can figure our how to get it. Here's my question: why is this social media thing so hard for all these high powered businesses backed by millions of dollars and extensive research to figure out? Maybe it's because things have changed, and models that used to work a few years ago, don't work so well anymore. Lets think about it. Modern technology has changed the way people communicate and find information. There is a vast amount of information available to us that we can discuss with each other in real time. What's more, new socially driven sites are bringing people together, creating mini-communities, which essentially closes degrees of separation between people. What does this mean for organizations, causes, products, art, anything? It means that because of all the information out there today, and how easy it is to share and discover, everything is becoming far more transparent than it ever has been before. An organization cannot hide behind it's own image if that image is not mostly true. If enough people know that 2+2 does not equal five, they'll tell everyone they can. Basically, if an organization or company wants to get the most out of modern Internet marketing and social media, They must actually be legitimately COOL. Yes, that's right. Your success as a company in today's media depends on how much value you actually give to people, and how well you communicate that value. In addition, more and more people care more about the mission and values of an organization than they do about a product (for the most part). They want an organization that stands for something, has values they believe in, and supports and acknowledges their customers. Consistently interaction with your social following in a way that's in line with your organizations projected core missions and values adds to your social value. Organizations today have a gift - we get to interact and build relationships with our customers and followers no matter where we are, on a massive scale. We have the opportunity to take part in the conversations about our field, and find out how people actually feel, and do our best to satisfy and be the best we can be within our niche. So, if you're running your organizations' social media campaign, don't be a jerk just looking for numbers. Take every interaction you have seriously. If not for the sake of being a cool, good-willed individual, at least do it because people talk, especially on the social networks, and it won't take long before everyone knows you're being a jerk. Consider this. I buy gas from the guy who owns a station across the street from my house. I don't buy from him because he's close, or even cheap. I buy from him because I go in there all the time, and he's a super nice, helpful guy that will stock something just because I like it. And I'll tell anyone that asks. As my friend Nick Johnson once said "the old product based marketing model is over." New organizations must have a face, stand for something clear and consistent , and they must really care about their customers, and have something to offer that's worth sharing. Yes, there are tips and tricks to getting the most out of your internet marketing campaign, but it's really all about communication. If you don't have something of value to share, it doesn't matter how many auto-responding robots you have, no one's going to care. Modern media provides an opportunity for business and organizations to take a good hard look at themselves. If you're not doing well, maybe you need to listen to the people, and meet their needs. HOWEVER!.. This scenario isn't always the case.  There's a good chance that you just aren't communicating your company's value well enough, or in the right way. Most companies have something amazing to offer, something about them that's really valuable and inspiring, they just don't know how to emphasize it correctly. It's a rather tricky business, and it's something we help our clients with extensively. Marketing on today's internet is an exceptional lesson in branding, and social media provides a sometimes frighteningly vivid mirror. But remember, if you're a marketer, that mirror is an unparalleled opportunity. Yes, there is a certain way to brand yourself for the internet, but it's not hard, and our upcoming course will feature a full chapter on how to do it soon. All you've got to do is put your money where your mouth is and show people how great you really are by emphasizing your strengths! Then, just stick to specific, goal oriented mini-campaigns based on clear action steps your followers can easily take, and you're in business. Social media offer unlimited opportunities to refine your method as you go because if you ask people what they really think, they'll tell you. Or they'll tell everyone else...and luckily for us, if we're present enough, we'll hear about it. And always remember! Instead of using marketing to trick people into liking  your product, your best option is to just be cool.

Filed under: Blogging by Joey