Today more than ever brands are grappling with the role of social media. Most marketers have accepted the need for it but very few have figured out how to do it well.
When thinking about this column, I went back and forth between two headlines: "Awaiting the Invitation" or "Requesting an Invitation." I settled with "awaiting" because I believe the consumer has all the control. Their relationship with social starts with a user's psyche and brands should be invited into the conversation.
In April, I attended the GSMI (Global Strategic Management Institute) Social Media Strategies Conference. There were many great speakers but a couple key speakers stood out. The first day opened up with Marcy Massura, digital supervisor, Weber Shandwick, the keynote presenter. In her presentation she delivered a nice summary on why consumers like social media:
Following Marcy's thoughtful presentation, I also attended a session on what big data is telling us, hosted by Matt LeMay, platform manager, bitly. He spent some time speaking to the differences in who a consumer is vs. who they want to be. Another psychological dynamic we as marketers need to prepare for. Marketers must realize that who people want to be impacts how they share, react, and interact.
The reason I highlight these two sessions is because consumers' emotional and rational reasons for participation represent a foundation for which brands should consider their approach. The question should be, how can we help fuel the reasons a consumer needs social media? In turn, marketers can create a reason for consumers to interact with your brand.
I don't believe social media is a tactic; it is a marketing foundation - it represents so much more than just pushing a message:
It's clear for advertisers and brands: the role of social media is about listening and providing value that supports the constant consumer dichotomy. If you are doing something right, your customers are already telling you; if you are doing something wrong, your customers are already telling you. This is good news (really it is). If structured correctly, you can take this feedback and immediately make changes; even small adjustments can be big if realized by the right person.
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As an account director for Media Contacts in New York, the interactive division of Havas Digital, Jessica is responsible for strategy development and media plan execution across a variety of clients and industries. Jessica has a wide range of digital experience, managing both brand initiatives and aggressive acquisition efforts. Her knowledge extends across many facets of digital marketing from traditional media and mobile to channel planning and social execution.
Prior to Media Contacts, Jessica was at One to One interactive in Boston, managing the B2C and B2B media campaigns for several clients. Jessica's work has won several industry awards for best use of sponsorship, mobile, and display strategy.
Jessica's career expertise started at Mullen, where she was a media planner on a broad range of traditional media.
December 12, 2013
1:00pm ET / 10:00am PT