image courtesy of Texas Power PR

This may seem like an obvious statement, however with the insurgence of self-proclaimed social media experts, it is alarming to see the amount of people influenced based solely on the “expert’s” technical know-how. The consultant or company throws out some industry-lingo and instantly calls themselves an expert. We are seeing this happen more and more. Technical know-how, of course, is part of the job. I wouldn’t trust a social media person that couldn’t work a computer more than I would trust a chef that couldn’t work an oven. However, when it comes to your social media efforts your brand identity and image is on the line. This requires someone that understands your goals and understands HOW these goals are met in the social media environment. This goes way beyond knowing how to properly use FBML or install WordPress!

The determinant factor of the success of a social media strategy lies not just in the technical execution, but in the ideas and content. Without the content you might as well throw in the towel.  In fact, beginning a social media journey without the proper strategy or guidance can be extremely detrimental to your brand. Social media involves a branding and communication initiative first and foremost, not necessarily a technical one.

Here are some questions to ask  if you find yourself in need of an expert:

1. Do they have marketing and communication experience? Have they been successful in that realm?

2. Can they provide measurable success on social media in the past? Can they provide case studies?

3. Do they themselves “walk the walk”?

4. Are their plans integrated with other marketing efforts?

5. Do they understand your business, goals and brand?

What other questions would you ask a self-proclaimed social media expert?

The new Prius Billboard in Times Square gives iPhone users the chance to upload their drawings to be displayed on the board. This is a fantastic wave of creative advertising that breaks the boundaries of interactive. Out of the box ideas, like this one, get you noticed, get you viral and build up brand loyalty. This kind of advertising can be done on any level and at any scale.  Just because you’re a small business doesn’t mean you can’t think out of the box.

To summarize the article, Matt is explaining how marketers are taking their same, old, stale ideas and translating them into social media. He says, “Let’s get really radical and stop trying to keep marketing 1.0 thinking alive with Web 2.0 media.” He is very clear that he is not discounting the social web or the transformative power the technology holds. He claims that there are brands who are utilizing these tools for the betterment of their consumers and companies, but at the same time, there are those brands that totally miss the mark on authenticity and the proverbial “point” of social media. All this brings him to the conclusion that instead of intensifying their mundane messages, companies should focus on creating better stories. The line I love the most is “Most people are still looking for real things: experiences, connections, value, stories, emotions.”

Cartoon by Geek and Poke

That line is what I want to talk about.

It is so easy to get caught up in what’s new and right now [social media] that many other important marketing aspects are left to the wayside. How often have you heard someone complain that Comcast gives better service on Twitter than they do in “real life.” In my opinion, then what’s the point? You can create a tantalizing message via social media, but if you can’t follow through with TRUE value and experiences, then it is completely useless. By true value, I am referring to what a customer actually receives when connecting with your brand. Businesses that are in a B to C environment especially need to put effort into the experiences and authentic emotional connections with their customers. When this happens, your customers will become your biggest fan and advertise for you through their positive recommendations and word of mouth!! This is the ultimately goal.

So the question remains, how does your brand create those stories…stories that engage, connect, and create emotional impact?

I don’t think anyone says it better than Seth Godin. Seth wrote an article for ODE Magazine, entitled “How to Tell a Great Story.” I have included it below:

A great story is true. Not necessarily because it’s factual, but because it’s consistent and authentic. Consumers are too good at sniffing out inconsistencies for a marketer to get away with a story that’s just slapped on.

Great stories make a promise. They promise fun, safety or a shortcut. The promise needs to be bold and audacious. It’s either exceptional or it’s not worth listening to.

Great stories are trusted. Trust is the scarcest resource we’ve got left. No one trusts anyone. People don’t trust the beautiful women ordering vodka at the corner bar (they’re getting paid by the liquor company). People don’t trust the spokespeople on commercials (who exactly is Rula Lenska?). And they certainly don’t trust the companies that make pharmaceuticals (Vioxx, apparently, can kill you). As a result, no marketer succeeds in telling a story unless he has earned the credibility to tell that story.

Great stories are subtle. Surprisingly, the fewer details a marketer spells out, the more powerful the story becomes. Talented marketers understand that allowing people to draw their own conclusions is far more effective than announcing the punch line.

Great stories happen fast. First impressions are far more powerful than we give them credit for. Great stories don’t always need eight-page colour brochures or a face-to-face meeting. Either you are ready to listen or you aren’t.

Great stories don’t appeal to logic, but they often appeal to our senses. Pheromones aren’t a myth. People decide if they like someone after just a sniff.

Great stories are rarely aimed at everyone. Average people are good at ignoring you. Average people have too many different points of view about life and average people are by and large satisfied. If you need to water down your story to appeal to everyone, it will appeal to no one. The most effective stories match the world view of a tiny audience—and then that tiny audience spreads the story.

Great stories don’t contradict themselves. If your restaurant is in the right location but had the wrong menu, you lose. If your art gallery carries the right artists but your staff is made up of rejects from a used car lot, you lose. Consumers are clever and they’ll see through your deceit at once.

Most of all, great stories agree with our world view. The best stories don’t teach people anything new. Instead, the best stories agree with what the audience already believes and makes the members of the audience feel smart and secure when reminded how right they were in the first place.

Social Media is an excellent avenue for getting your story out, but just make sure you have the “real stuff” to back it up.

The video was show at Sony’s executive conference this year as to help everyone get a grasp on reality. Take the five minutes to watch — I’m know you’ll be glad you did.