How to Bring Focus to Online Social Media
Social media is the rage today. Companies and organizations think they need to hire a 20-something “social media guru” to get them in the spotlight of attention. It rarely happens.
Social media ... Paris cafe style.
The online tools for social media are, unquestionably, invaluable to enhance awareness amid all of today’s noise and competitive clutter. But, it’s not a space for beginners.
Social media is a place for nuance, subtlety, interaction and transparency … all skills acquired by experience and accomplishment.
Most of all, social media is not about you … because, as harsh as it sounds, no one cares about you or your company. People only care about the value to themselves of your products or services. The trick is to convince people of the value you offer.
Consider the challenge a company faces when introducing a new product. Old styles of marketing and promotion are far less effective today. Audiences are skeptical of advertising; they want endorsement from friends or people they respect, such as bloggers. Expensive advertising no longer has the influence it once had. But a third party voice in the online social media world has real power.
If a company or organization uses social media merely to direct people to visit a typical “look-at-us-and-aren’t-we-great!” type of website, no one will return a second time, and your brand image risks tarnishes.
On the other hand, if you credibly become the center of all news and conversation within your particular industry, business channel or area of expertise, it gives your social media initiative valid and meaningful purpose … because you are no longer shouting for attention but sharing information. That’s when the full potential of social media really comes into play.
So … how is this accomplished? Create a news site that is not so much about your company or organization but rather the center of news about which you are on expert. Be recognized as the expert and applauded for openness. Use online social media to promote that. It works.
Related posts:
- Bring Authenticity/Audience Perception to Social Media
- Technology Tools Driving Online Social Media
- Rules of Social Media
- Next-generation online newsrooms bring stories alive
- Is Social Media a Mile Wide, Inch Deep?
Category: Featured, Social Media
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