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Will The Real Social Media Expert Please Stand Up?
By Brian Solis, blogger at  PR 2.0  and principal of FutureWorksPR, Co- Author Putting the Public Back in Public Relationsand Now Is Gone
Social Media is everything you know and nothing about what you think or do inmarketing. Sounds strange eh? It’s true though.Think about how you approach marketing campaigns today and the picture will becomea bit clearer.- You evaluate target demographics.- Develop strategic messages.- Conduct an audit or focus group.- Revise messages and fine-tune the plan.- Determine the broadcast mechanisms to push your content.- Go live.
(cc) Brian Solis,www.briansolis.com- Twitter, @briansolis
 
- Monitor the response.- Evaluate the ROI.- Repeat, enhanced by new information.There’s nothing wrong with this chain of events. It’s what we were taught and it’s workedover time. So, what happened?We blinked.Now, we’re entering an entirely new paradigm for cultivating relationships with customersas well as the people who may one day become customers. At the moment, it’s allanyone can talk about. There’s certainly no shortage of Social Media “experts,” yet thereis a shortage of experts who can actually help us.Clickhereto see what I'm talking about.Is this about creativity? Is this about technology? Is this about Social Networks or Web2.0?Social Media is about facilitating interactions between people online. Just because wehave the tools to engage, doesn’t make it any easier to do this the right way.
(cc) Brian Solis,www.briansolis.com- Twitter, @briansolis
 
Social media is about sociology and the understanding that with the new social toolsavailable to us, we can more effectively observe the cultures of online communities andlisten to and respond directly to people within the communities.
Sociology - The study of human social behavior, especially the study of the origins,organization, institutions, and development of human society.
We’re learning to peel back the layers of our target demographics to see the peopleunderneath. We’re starting to figure out that we need to humanize our story. We’rerealizing that we would never speak to our friends and family through messages, so whyshould we speak “at” the very people we want to reach and befriend. We’re opening our ears and our minds to acknowledge that we can no longer push our thoughts at peoplein order to earn resonance; we have to listen, talk, listen, assess, and contribute value.This is how we find our real customers and those who influence them. We’ve all heardthe mantras that the customer is always right and that the customer is boss. I think wecan all agree that the customer is critical to our success and their emotions,experiences, state of mind and their resulting influence in their community are imperativeto our survival.
(cc) Brian Solis,www.briansolis.com- Twitter, @briansolis
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briansolis

Uploaded by Lucia Giacomantonio (Twitter- @luciagia)

reply03 / 22 / 2009
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