The Facebook redesign and the possible redefining of brands’ interaction with users on the service would perhaps make organisations dwell a little more on their new media strategy. I say this, mostly considering the reach of Facebook, and the importance and influence that conversations there, are acquiring in people’s lives. The growing reach of Twitter cannot be ignored either. So it does seem a good time to reflect on creating a digital footprint, getting to know the platforms – be it Facebook (via Vijay Sankaran), Twitter, (links point to good ‘How to’ resources) or any other service, and how they could benefit the brand, looking at what has/hasn’t worked for other brands, thinking about a long term social media strategy, and then figuring out the measurement criteria that could be adopted for the strategy that is adopted.
Amidst all the hoopla surrounding Facebook’s new design, and Twitter’s integrated search, Paul Worthington wrote a very interesting post on Mashable reminding brands not to lose their focus. From the post
The initial challenge is not to better understand and respond to the customer. The challenge is to start with better understanding who you are, what you truly believe in, and what you can realistically offer to your customer.
Because if all you focus on are what customers are telling you, you risk losing sight of who you are, what you believe in and what drives you forwards.
A purpose that is first bought into by their employees, before being presented to the consumer in a way that brings a natural self-confidence to that conversation.
While crowdsourcing has many advantages, and now has various platforms including Facebook, Twitter and more focused services like Get Satisfaction, and consumers also benefit from having big brands on these platforms, I completely agree with the thoughts shared above. This is what I’d consider as the middle path between adhering strictly to brand manuals only and plunging into social media without a clear objective/strategy and trying to please everyone in the crowd.
So, perhaps what brands should do first is search themselves (yes, without Google), understand what’s the real value that they offer to their consumers – potential and current, figure out whether the entire organisation is in aligned on this, then consider how new media can play a part in sharing and collaborating with the users as well as communicating to them what the brand stands for and what value it can deliver, ensure that they continue providing this value, keep listening to users to find what more they expect from the brand, figure out the feasibility of these expectations, tweak it further by bringing in the internal factors, and continue this process. For many organisations, internal democracy as well as complete internal transparency would themselves be a significant steps. But these are a must before aiming to engage with consumers, because in social media brand custodians are not the only ‘broadcast’ source, every employee is a potential source.(a wonderful presentation on the micro sociology of networks)
In essence, its not just a brand strategy shift, its an organisational culture transformation. As a brand, and as an organisation, it is important to be clear about the levels of transparency you can work with. The challenge then becomes that of creating and maintaining a harmonized balance between user needs and brand deliverables.
until next time, drawing the line and walking it
PS: A great story on how two fans made Coke the second most popular fanpage on Facebook, and Coke’s reaction.