‘Conversation would be vastly improved by the constant use of four simple words: I do not know.’ André Maurois, French writer

To understand why social media is about conversations not broadcasts, and involves communities not audiences, it’s worthwhile taking a brief look back at the history of digital advertising.

Until radio and television became ubiquitous print was, of course, the predominant vehicle for advertising. And to this day print advertising typically shows you the product, describes its benefits and ‘sells’ it to you through images and copy. When radio and television came along advertisers did exactly the same thing. They showed it, they talked about it and they spruiked it. Little has changed.

Then came the internet; a no-rules, user-generated global meeting place. The traditional broadcasters tried, and largely failed, to monetise and commercialise the internet by promoting products as they had done in other mediums. It quickly became clear that consumers would not sit through advertising online as they would on television or radio. They will engage in real conversations and join communities of interest, though.

Which leads us back to the Maurois quote and its particular relevance to social media strategy. Social media is always about conversation and community, and great conversations come about when people are encouraged to express their thoughts and ideas, and communities respond to being offered a relevant forum in which to do it.

If you get the conversation right (meaning in the right places with the right subjects and with the right people) social media can open up extraordinary opportunities, and strengthen brands in ways no other channel can do.

What is social media?

Is it 175 million people logging into Facebook each day? 4 billion images uploaded to Flickr? 50 million LinkedIn members? 1.3 million Twitter updates per hour?

Social media is really a marketer’s term for places where people are having online conversations. Whether on Twitter, Facebook, MySpace, LinkedIn or, more literally, on Chat Roulette, these are all conversations between consenting participants. It is just one tool available to implement via a digital marketing plan.

Pre-launch measurements or ‘Don’t Fake It’

Before you hit the start button on your Twitter feed or Facebook page it’s critical that you understand why you’re doing it. Have you looked long and hard at your brand to identify why, out of all the ways people can spend their free time, they’ll want to spend it on your social media channels? The answer can be found in the answers to the following questions.

  1. Do we have something people will want to talk to us about? What is it they’ll want to talk about with us?
  2. Is what we do important in our customers’ lives?
  3. Do we have something to share?

Let’s look at how Movember answered them.

  1. Yes we do. We’re also committed individuals with a deep sense of purpose and are optimistic about being able to have a positive impact on our communities. We also share a wacky sense of humour and love of a good time.
  2. Yes, men’s health issues are becoming increasingly relevant and important to men, and their partners, all over Australia and the world. This is a ‘real’ issue, thus is important to our intended participants.
  3. Yes, we share it all – a broad commitment to promoting awareness and treatment of men’s health issues, a community concern for our brothers around here and around the world and a fundraising program (with a great costume party at the end of it) to share with my peer group.

It’s clear that the Movember project is the perfect candidate for social media. It’s a real issue, it’s shared and there is a resolve to do something about it.

Is the passion there for your offering?

Next – Part II of Understanding Social Media Strategy.

Andrew Hunting