Social Media: For the Many, yet Focused on the Few

Organizations are becoming frantic about social media. It's almost poetic... as if there will be nothing else the Internet Gods will offer us in the future.

While some organizations are deliberating on 'What is it?', others are well adept to embracing and harnessing this change. For the majority in between, here are some observations that may help you understand-- before you embrace (with unrealistic/or appropriate expectations):

1) Social media can benefit the masses, however it is at a individual level.

2) Control is a matter of perception- with social media

3) Investing in people and time, is more important than the technology, by itself

Although social media is for the many, the conversations are centered on the few. Personal references and shared experiences on social networks have more influence on personal perception than a traditional one-way print advertisement; however, don’t expect the same awareness impact as a home page story on WashingtonPost.com.

We should consider these social media channels as ways to build relationships, knowing that control of the message is not our role– sharing it is. And for the 2% (those who express their bad experiences and non-favorable opinions), we can use it as a free market research, a way to improve customer service, and an opportunity to share a solution.

Within culture of the organization using these tools- it should help make us more humble and realistic about improving.

Price Should Not Prevent Progress

It seems that the current economic environment is not helping people think outside the box. Here are some quick tips to help marketing professionals be successful by thinking differently.

1) Choose the right thing to do for your customers. Put them first and invest in their trust. Not advertising or not building a Web site can put you further away from them when they are ready to make a purchase or decision.

2) Don't add more to the plate. Focus the limited resources you have on an initiative that has value for the customer. Take the time to think about the audience, impact and expectations of both consumers and the stakeholders.

3) Build new synergies and a larger alliance. Enlist colleagues, associates and nearby resources and make them your new partner. Find ways to innovate with new processes or develop new initiatives as a joint venture.