Social Media Marketing Redux
Social media marketing has matured over the years as the web itself has evolvedto become what might aptly be described as an entirely social environment.For marketers, however, “social media” still largely exists within a channel-basedmarketing paradigm; and, for many social media is simply a new channel.However, the rise of social media is more than simply the rise of a new “channel”opportunity. It has signaled the rise of a new, complex consumer modality,generating altogether new behaviors and communicative norms in general.
We,as consumers, seem to be on the brink of a kind of techno-cognitivenomadism
, a world in which communication output is evermore ubiquitous,ambient and continuous —where conversation and activity, from tweets to Likesand Shares, are not only visible pieces of meta-data, but forms of content in theirown right.
The link between content, identity and activity is tightening, fast.
We continue to witness the evolution of content and its consumption as a directcorollary to the evolution of the social web itself.As the web, and the new patterns of behavior it begets evolve, so must we see achange in how we approach our marketing philosophies and practices (I wouldadd that it mandates an evolution in business practices, but that is a topic to beexpounded upon in another context).
“Social media,” as a marketing practice,should truly be embedded everywhere and “live” nowhere.
s not aboutsocial media marketing—it's about live, “real-time,” adaptive marketing. It
s aboutbeing Aware, Agile and Active in a networked world of continuous, channel-agnostic content and conversation.
s Time to Evolve
While marketing philosophies are great, it
s the practical business application ofthese ideas that drives change. The opportunity is to meet the challenge beforeus through new methodologies and innovative creativity to architect and executesolutions that
operate at the speed of the web
. It means executing, testing anditerating on data-driven strategies brought to life through nodal experiencedesign, agile content creation, community architecture, active management, andactionable analytics.
We Need a New Kind of “Brand Awareness”
Brands must develop a new kind of “brand awareness.”
They themselves mustbecome Aware—aware of their own identity
as it is molded and formed in theweb through consumer-driven content and conversation.Being Aware means pulling real-time insights from multiple data inputs—fromconversation data and search intelligence to a variety of market research tactics,