Almost every Brand and Marketing Communications executive is trying to figure out how to use social media. We want to enter the conversation, direct the conversation, correct the conversation or in some cases even control the conversation. And there's nothing wrong with most of this – although I'll argue that you can never really control the conversation.
As savvy marketers, we should be aggressive with understanding and developing tactics for the social space. At a moment when every statement is part of the public record and every opinion or experience magnified, authenticity is crucial for brands to survive and thrive, and the social space is where much of this is shared.
However, the real – and I argue only – way to influence the conversation in an authentic and lasting way, is to deliver consistently excellent brand experiences. This includes everything about our brand – from our product or service, to innovation, value and even how we deliver all of this. That's what people talk about. Good, and especially bad, experiences.
How was the sushi? Did the help desk really help? How quickly did I get an answer? Did they really fix my car? Was it a good deal for the price? Were they great to work with? Could I find what I needed easily? Did they try to rip me off? Did it make my teeth whiter, my abs firmer, my hair thicker or my love life better?
The answer to these questions is what really matters to our customers, not our response or excuses to someone's opinion.
Social media revolves around every day brand and product experiences. Sure there are ways – and we should be pursuing them – to build communities and online experiences. But ultimately, we build advocates and evangelists by what our brands deliver and how they deliver it. Social (and other) media are merely new ways for these evangelists to easily spread the good news (or detractors to spread vile) to hundreds or thousands of listeners.
What do you think is most important in this space?
My vote: be sure to build authentic and brilliant brand experiences first, and then join the conversation.