Social media is a strong medium for companies/brands to engage in conversations and tell a story about them. Tell relevant and intriguing stories. New technology simply enables the conversation to again be two-way, and allows us to select who we care to converse with.
Social media acts as the medium for these conversations to flow, making the world a much smaller place and connecting directly to a diverse set of consumers. This realization requires a a good understanding and a change in strategy on the part of marketing professionals, while building a great brand.
Some of them include:
- Marketing and building great brands has always been about good storytelling. Now, we are required to be much better storytellers who can tell more relevant, insightful and customized (to our audience) story. The story should appeal to the core level of emotions of our consumers as we our interactions become more direct and personal. Always remember that if the brand can entertain them and tickle their feelings a bit, and prove its relevance by striking an emotional cord, people are much more likely to act.
- A natural extension to above point relates to ‘humanizing’ your brand. Allow people to interact with the brand openly and honestly. Learn the new mediums and how they work, but realize they are only mediums.
- Audiences must be understood at a much deeper level. At the same time, campaigns must be far more creative and engaging to ever break through.
- The language and message should be more personal, simple and authentic. Say what you mean and mean what you say in a very concise and enchanting way.
- Always try to be up to date with the fast paced technological changes. At the same time, always remember that the fundamental behind the success of these technological platforms will remain the same: ‘Humans will still have a desire to connect’, which would ultimately become a pivot for you to guide your strategy and marketing plans.