The world is becoming a much smaller place. But even with social media contributing to a globally connected society, businesses that continue to take a global approach to social content and engagement may be missing opportunities for greater resonance and relevance. While a global presence is necessary for any organization hoping to connect with customers around the world, placing reliance on one prevailing strategy is just the beginning. In any web strategy, including social and also mobile media, localization is king.
With every day that passes, brand managers are learning the value of presence in social networks. The extent to which new media permeates a company’s fabric depends on where in the world the company is based, as well as the prevailing culture of its organization. What’s clear however, is that brands are paying attention.
Social media and our understanding of its promise are raw. I’ve always believed that media and ensuing behavior are evolving faster than our ability to master it. As such, it relegates us to an important, not menial role of student versus expert.
What may sound like buzz words or mere hype, is actually the beginning of the end of business as usual. Welcome to the rise of the social consumer and a new era of social commerce. Look at the picture above and think about how physical and online stores can integrate the social graph into the shopping experience right now. The possibilities are limitless and we can introduce everything today.
Brands are racing to create a social presence on Facebook, Twitter and the hottest social networks of the moment. The initial goals, of course, are to increase brand awareness and build community. To do so however, takes a holistic approach that extends beyond the regiment of broadcasting messages to silent audiences. Now, brands must establish a social equilibrium whereby the 4C’s of community drive measurable and mutually beneficial activity and engagement through the thoughtful introduction of content curation and creation, conversation, context, and continuity. More importantly however, brands must now find creative means to recognize the role of a more informed and connected consumer and the varying influence they wield in the social ecosystem.
Welcome to the (R)evolution, a new series that connects you to the people, trends, and ideas defining the future of business, marketing, and media. Episode 6 features an interview with good friend Philip Kaplan otherwise known in the industry as Pud.
Philip earned worldwide success as the founder of the infamous F*ckedCompany.com that chronicled the flameout of Web 1.0 excess, one company at a time. Kaplan went on to start several ventures including AdBrite, the largest independent ad exchange.
Brands are flocking to social networks, some with strategies and others simply experimenting with community building. What’s clear is that the 3F’s (friends, fans, and followers) are not created equal. Those brands who examine the composition of their existing community will find that many are simply seeking access to exclusive specials and content.
Touchpoints serve as the point of contact between a buyer and a seller. As the race to socialize commerce escalates, these touchpoints represent the nodes that define the human network, connecting people across the social Web and uniting them around common interests, themes, and movements.
Brian Solis is principal at Altimeter Group, a research-based advisory firm. Solis is globally recognized as one of the most prominent thought leaders and published authors in new media. A digital analyst, sociologist, and futurist, Solis has studied and influenced the effects of emerging media on business, marketing, publishing, and culture. His current book, Engage, is regarded as the industry reference guide for businesses to build and measure success in the social web.
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