>Social Media for You and Them
Marketers’ opinions of social media – blogging, consumer generated media, podcasting, social review sites, Twitter, Second Life, and on and on – are also changing. Over the past year, the pendulum seems to have swung from anxiety and fear all the way over to excitement and enthusiasm.
I love and share that enthusiasm (I get nerdy and overly excitable about social media). But I also worry that we might be focusing too much on the emerging technologies themselves when we should really focus on the people we want to use them.
Just like nobody talks to their phone, people do not interact with social media. They interact with other people.
So rather than asking if your credit union should be blogging, a better starting point is “What are our goals, who are we trying to reach, and how can we add value to them?”
At this year’s ad:tech, NY, one of the speakers (I wish I could remember which one) said this:
“Don’t start marketing-strategy conversations with technologies. Start with business problems and let social media and technology follow.”
Bottomline: Social media should solve business problems for you and add value for your users.
Here are two examples:
Online product reviews, like Bank of America’s, are a great way to utilize comment-like functionality in your main site content. This allows your members to voice their opinions and learn more about your products from people like themselves. And it helps you develop your products with realtime consumer insight.
Facebook is probably a better social network to engage than MySpace. There are numerous reasons for this, one of which is that Facebook is actionable. You can build tools for users to do things. For example, Chase’s +1 Card lets users manage their account and rewards points directly through Facebook. Users can even pass rewards on to friends. It’s more fun and convenient for cardholders, and gives Chase a viral promotion channel.
On Monday, I’ll talk about how to use blogs in ways that go outside of typical corporate blogging. If you have any examples you’d like to see discussed, by all means post a comment right here.
And if you’re in Austin next week, come say hi.