Five things you need to know about: Social media and brands

1. Social isn’t new.

Always behave like a guest at a dinner party – and bring a present!

By nature, humans are social beings, and while social networks may have caused a revolution in communications, the core concept is exceptionally familiar. Social media has helped us better define our various networks, from professional to personal to specific interest groups, but the same old rules apply. It pays to remember that in the social space, brands are guests. You’ll need to be charming, and bring a gift, such as useful content or a tool that facilitates the conversation across networks. Be friendly, interesting, relevant and personal. And apply basic social common sense to any venture in the social space.

2. Beware false prophets.

Social media is like quantum physics: If you think you're a 'social media guru' you're probably not a social media guru.

Back in the late 90’s, experts came out of the woodwork and then disappeared just as quickly again when the dot-com bubble burst. Now that social media is the hottest currency, we’re seeing a similar cycle. You don’t need a prophet or a 20-something geek. You need to combine knowledge of how social networks work (and how to make them work for you), with an insight about what makes people want to talk about your brand. Find an idea and then let it go.

 3. Love something, set it free.

Like the saying goes, the same is true in social media; if you have a good idea set it free in the social space. But remember, at the heart of every social media foray is the understanding that as a brand you are joining a personal conversation with a community, and this is a space you cannot control and shouldn’t try to. Integrity and openness are imperative, and failing to follow this ethic can have dire consequences. Successful social media plans will leverage social networks to enable customers, not control them.

4. Get out more.

Just as a swimmer doesn't live in water, most people don’t live solely online. Yes, digital is a major part of most people’s lives, but it isn’t the only part of their lives. There is still a very important, multifaceted customer journey and integration is your recipe for success. Yes, social media will touch many aspects of your business, but you need to ensure your social media strategy is a part of your broader business strategy.

5. Count the calories.

Blogger Dan Nedelko hit the nail on the head when he blogged, “doing social media badly is much worse than not doing social media at all.” One of the biggest challenges to social media is that it requires skills and resources that are unlike what brands are accustomed to with traditional communications plans. Brands need to think about their program as an ongoing commitment that will require planning and resources, and ensure in advance they are willing to see it through.

Easily all of our most successful social media campaigns can be attributed to the client’s ability to set the right objectives, to be flexible in how they are executed and importantly to focus on the right metrics. Not every social initiative can be as far reaching as Evian Roller Babies, but they can be as effective. It’s a brave new world out there, so be sure you have the right team in place before jumping in.