The term “Social Business” is increasingly starting to change the way companies market themselves. In the past, marketers relied on outsourced creativity, outsourced feedback loops, broadcast (one-way) communication and brand-centric content in order to engage with their target audience.
Today, it’s too hard to be authentic (one of the key character traits of an engaged social business) if you outsource the job. In order to reclaim your brand’s personality, you need to get to know your target audience. Your first step in the right direction is to understand the Information Age customer.
What’s the Information Age customer all about?
An important thing to remember is that all your customers have the ability to become publishers. In the past, only journalists were publishing content. Today, everybody has access to social media platforms where they can publish their opinions and experiences in real time. Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control.
It’s the principles and values of social engagement and collaboration that are changing – not technology itself. When content goes ‘viral’ on social media, for example, it has nothing to do with technology – it has to do with how people interact with contact and the way they share it.
Social media has enabled a powerful global conversation. Through the internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result marketers are getting smarter – and getting smarter faster than most companies. Marketers and companies need to remember that your brand is what people tell their friends it is.
If you want a successful social business, you need certain values, such as intimacy, immediacy, empathy, humanity and personality.
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