About two years ago I quit my job and took a flying leap into the emerging field of social media. Thinking back to that time, I’ve pondered what exactly drew me to an industry that was still considered by many to be the “wild west” of online marketing. I realized that what attracts me to social marketing is the human connection. A sociology major in college, I’ve always been fascinated by the complexity of social communities and how they interact. Social networks are 100% driven by people – families, neighbors, leaders, businesses, friends, you, and me. The foundation is a brick and mortar of relationships, conversation, connection, and communities. At the heart of it, it’s about people.
Traditionally, marketing has been a one-way channel from businesses to people. This created a structure that positioned brands as the “drivers” and people as passive receptors. One of the most exciting outcomes of social networks is how they’ve altered the dynamic between businesses and their target audiences – forever. Recently, Brian Solis wrote an article (Social Media’s Impending Flood of Customer Unlikes) emphasizing how important it is for brands to understand this new dynamic, and adjust their social strategies accordingly – I couldn’t agree more. There is a lot of noise out there, and it’s not just coming from people. Each day new companies are flooding social networks, but fail to think through how they will deliver value and build trust with the audiences they’re engaging. As a result, they 1) alienate their audiences, 2) miss opportunities to engage directly, and 3) reduce the ROI on social media. That’s not a win for anyone.
At Social Tribe, we help brands connect with the people that matter most to their business. We foster authentic social experiences that are meaningful to our clients and their audiences, building relationships of mutual trust. Our work is firmly grounded in strategy, laying the foundation for social campaigns that align with core messaging, a cohesive social identity, and a clear understanding of the audiences we’re engaging with. Without a cohesive strategy, social marketing becomes something akin to throwing spaghetti noodles against the wall – and hoping they stick. To be successful, brands need to approach social media with the perspective of “it’s a marathon, not a sprint”, constantly focusing on long-term relationships for mutual benefit. Otherwise, your followers are sure to spot a wolf amongst the sheep.
Sound overwhelming? It can be, but a wise person once told me “if it isn’t hard, it isn’t worth doing”. We’re here to help.