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Strategy

They Know Something You don’t

We all agree that the number one rule of Social Media engagement is to listen .

Observe and learn from what it’s been said about your brand, about your product about your executives.

There are so many good articles about benefits of Social Media I could do a complete website just with arguments.

On the listening exercise you’ll realize that the location and the focus of the conversation around you is diferent.

There could be blogs, it could be Facebook, Forums or Twitter where your name is been discussed.

A strong step is to start listening and follow conversations concerning your interests, understand the perception and quality of the talk.

However when it comes to join the conversation thats the big question….Where or What to Join ?

There are 4 scenarios:

- Situation 1 – Conversations where it’s best you stay out of it.

Example: A public complaint about your company on an environment where you have big advocates and they are coming to your defense.

Apple don’t join all conversations even when they are attacked, they know they have a powerful army to come on their defence. These army are biggest fans and product evangelist that will come up any time someone attacks the brand.

- Situation 2 – Too many small talks

Understand the difference between Influence and Popular

You don’t have to have the time or the resources to respond every single blog post about your company or product.

It’s not because you had pulverized mentions you’ll create a whole team to engage on these channels. You don’t have to. You might want to take a look at: Is this blog relevant to your industry? Are other channels replicating the post?

- Situation 3 – Lies about you

If someone says something negative about you and this doesn’t reflect the reality, then you should look for a way to engage in order to get this content under control, or at least replied with your version.

You need to do it before people start believing it’s true.

-Situation 4 – Where you really want to be

As Chris Brogan says – Fish Where the Fish are.

Your audience will prefer some Web 2.0 media over others. Before investing the money and effort to bring them to your site, find out what method of communication they favor and Where they are already going to talk.

Anticipating an audience’s preferences is risky and difficult. If you’re not sure your audience wants a new medium, you may end up being a one-person parade. You wont find the Down Jones team working Social Marketing on Second Life.

My suggestion:

1) Research your audience with Surveys, Analytics and Search Tools.

2) Find your audience – or “Fish Where the Fish Are”

3) Let your customer know you’re there, answering questions, giving feedback and slowly building your authority

4) Reach out to them in a voice and channel in which they are holding the conversation

5) Understand that you don’t’ have more full control over your reputation, but you do have control over what you’ll be building, so be transparent!

Cheers

Lucio Ribeiro



Lucio Ribeiro is The Online Circle's web strategist. You can follow him on @lucio_ribeiro, find him on http://www.linkedin.com/in/luciodiasribeiro or https://plus.google.com/u/0/+LucioRibeirooc/

5 Responses to “They Know Something You don’t”

  1. Fantastic stuff Lucio

    Posted by MacroMale | December 10, 2008, 9:04 am
  2. Terrific break down and generally, these suggestions are A+.

    Generally.

    “- Situation 1 – Conversations where it’s best you stay out of it.
    Example: A public complaint about your company on an environment where you have big advocates and they are coming to your defense.”

    If only concerned about your reputation as seen in the eyes of fellow marketers, this is true. Although this is not so if your intent is to please consumers.

    An article by Jeremiah Owyang supplies us with stats that I’ve been talking about for some time, as popular marketers have pushed it under the carpet in disagreement, while they steadily convince others that what they preach is golden and cant be ignored. The whole guru thing. A farse to increase their cash flow and leave us with nothing more than the position of their advertising slaves.

    http://www.web-strategist.com/blog/2008/12/09/onsumers-say-your-corporate-blog-is-not-trusted

    16% of consumers polled, say they trust company blogs. only 16. One of the reasons for that is no transparency, no display of human weakness, mistakes, apologies..None of that. And we all know everyone makes mistakes.

    Avoiding problematic situations only shows that they do not care to make ammends, do not care to set it straight, make it right. They are in essence proving that their dollars mean more to them than the consumers.

    These are just a couple of reasons why..there are many more.

    “- Situation 3 – Lies about you
    If someone says something negative about you and this doesn’t reflect the reality, then you should look for a way to engage in order to get this content under control, or at least replied with your version.”

    This is the perfect platform for this one..

    Not too long ago, Kim Krause Berg, Li Evans, Lisa Barone, and other well known marketers lied about a girl, and used this girls mental illness against her in an effort to destroy this girls reputation. Why? This girl was truthful, open and transparent about issues that reflected poorly on them.

    Instead of setting it straight they brushed her under the rug, so she brought the situation to the attention of others on her blog.

    This incidence nearly cost the girl her life, as she is severely Bipolar and their attacks against her was damaging to an already fragile constitution. There was NO WAY for this girl to prevent the attacks and loss that they brought upon her. There was no waiting..

    Was she to crawl in a whole and hide from them because she was bullied and abused? Nope. She persisted where most people would not. but the fact of the matter is..these are all reasons why there is no comfortable way to handle lies in the marketplace except to PROVE by talk as well as actions that you are believable..yes, tell the truth about it..hold them accountable, but be prepared to face drama over it before it gets better.

    Fortunately this girl is walks her talk, and her new associates are more fulfilling than the pop ones that tried to take her out. It took persistence, but she is one of the people that the 16% of people will trust, because her actions meet her words.

    In essence, the best advice is to be open, transparent, and a giver. Everyone likes a giver. It’s a no brainer. And we want the consumers attention, not the marketers. And for real..all that takes is being you.

    Posted by Kimberly Bock | December 10, 2008, 11:52 am
  3. Well said Lucio, and something that more businesses should take into account. One of the best quotes I ever read was this:

    Business: We don’t want to blog because people might say bad things about us.
    Response: They already are. (courtesy of http://davefleet.com)

    Better to listen to the hard truth and do something about it as opposed to hoping it will just go away. The Internet debt sharks are a hard thing to shake off.

    Posted by Danny Brown | December 12, 2008, 3:21 am

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