There are things I don't share on twitter and keep to myself, but for the most part, I like to keep my social media...social. I try to only follow people who do the same. We don't do business with a company, we do business with people who work for the company, don't we? I buy from and tune in to people I know and like. I think many people do that. Isn't that what word-of-mouth is all about?
Social media isn't the cure for the cancer that is killing big pieces of traditional media. It also isn't the enigma that so many people may think it is. Social media, is just another media channel. A few years ago, my colleagues and I at Red Tettemer illustrated what that channel looks like:
And yes, this channel works a little differently, so did TV when it was introduced.
It's going to be ok.
More than 3 years ago, my friend Chris Heuer shared something the CEO of iProspect said, which I've never forgotten: "The Brand with the best storytellers wins." I love that. That, is the secret to social media - not much of a secret; it's something that advertising and PR have known for years.
The opportunity with social media, for creative advertising agencies, is enormous. No longer is creative chained to :15 or :30 or :60. We aren't limited by 1/4 page or 1/2 page or double trucks. We can create content and tell our stories to massive global audiences and immediately hear back from them, what they think. It's like being in everyone's living room when a tv spot airs - exciting and scary, isn't it? We can launch unfinished content, and let the customer tell us how they want it to end. We can engage our audience and give them option to buy DIRECTLY FROM OUR CREATIVE WITHOUT EVER LEAVING THEIR COUCH. That may make some advertising execs shiver, it gives me goosebumps from excitement.
I see a shift happening within the social media channel. Initially, PR seemed to dominate integration of this channel in their work, naturally, because it connected them quickly and widely with global audiences - press and consumers alike. The channel didn't have that many features and that was ok for PR because they just wanted to tell their stories.
Today and in the future, the channel has bells and whistles. And while PR will continue to work in the channel, telling stories, advertising creatives have the opportunity to stretch the functionality of the channel, create new features with their partners in interactive, and tell the stories with mind blowing creative showcasing new products and services like we've never experienced before.
You want the secret to making social media work for a brand? It's all about integration. A holistic approach to social media in your overall marketing plan, great storytellers and oh...creative that gives you goosebumps.
