It’s funny listening in on agency and client conversations. The buzz is all about the power of the so-called ´free´ social media revolution. The art of viral marketing, blogging to be seen and heard; FBooking to be relevant; tweeting to stay top of mind is what clients are clamoring about whipping agencies and marketeers into a frenzy. While the buzz is relevant and the power of the medium is real, I say hold on – stop, look, listen and think before you go social. It ‚aint free and it ‚aint that easy. And, void of a strategy (cost) and the resources (cost) – I liken the effort to trying to be heard without any stage or amplification support over the roar of a crowd at a drunken Super Bowl Bash.
So, what’s the point? The point is just that – have one. Have a point of view – a strategy before you post that page, upload that video, create that gallery and establish those feeds. The adage if you build it they will come doesn’t work in this new world. You gotta give them a reason to bond with you, to care and connect their brand to yours. And, you gotta be prepared to take care of your network – to respond, nurture, surprise and delight it more often than not. This means you’ve gotta have resources – dedicated to the social cause. If done right – the payoff can be there – but it ‚aint free and it ‚aint as easy as all the talk makes it seem.
Gayden Day Rocket Red Social Media Primer – Look, Listen and Think Before You Go Social