While showing up to the party represents a noteworthy effort, a bona fide social media strategy this checklist does not make. Creating presences, listening to conversations tied to keywords and superfluously responding to updates and questions creates a facade of engagement that is at best trivial. And, quite frankly, without a true investment of intention, attention and conviction (I.I.A.C.), we minimize the opportunity before us as well as the thoughts, emotions, and overall potential of our communities rich with would be advocates and influencers.
We are now down to the second-to-last video where Chris Beck, founder of 26dottwo (@26dottwo) and I examine the state and future of social media.
In this segment, we outline the importance of connecting offline and online experiences. Brands must now introduce a connected series of touchpoints between traditional and new media programs to define paths and bring desired outcomes to life. However, to connect the brand strategy to the individual requires a personal approach that starts with the “First Mile” and connects in the “Last Mile.”
We’re approaching the last bits in this series of conversations where Chris Beck, founder of 26dottwo (@26dottwo) and I examine the state and future of social media.
In this installment we review the various aspects and formalities of bringing a brand alive, truly alive in social media. Everything begins with establishing the rules of engagement in order to define the boundaries, context, and objectives for conversations. Guidelines such as “don’t be stupid,” “use common sense,” “stay positive,” are not the most useful approach to steering representatives or consumer experiences.
Brian Solis is a digital analyst, anthropologist, and also a futurist. In his work at Altimeter Group, Solis studies the effects of disruptive technology on business and society. He is an avid keynote speaker and award-winning author who is globally recognized as one of the most prominent thought leaders in digital transformation.
His most recent book, What's the Future of Business: Changing the Way Businesses Create Experiences (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. In 2009, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.