Every
day it seems I’m interacting with senior business and communications
executives who have embraced the myriad opportunities flowing from the
growth of social media and its golden child, content marketing.
The
positive thing is this acceptance of, and enthusiasm for, the changes
brought on by the emergence of an ever-evolving new media landscape is
palpable and infectious.
In
many cases it’s not just about the technology but more so, what people
are doing with the social media tools - and the changes in corporate
behaviour required to ensure their respective organisations are relevant
to, and in-sync with, an increasingly social and connected marketplace.

The
executives I’m referring to range from CEOs and senior managers of
fast-growth companies through to heads of communications departments of
major organisations. I either work with them directly (in an advisory
capacity) or deal with them at business or marketing events, or via
social mediums such as LinkedIn and Twitter.
Bumper harvest of ideas
Their
wide-eyed (but pragmatic) enthusiasm gladdens my heart. These people
are eager not only to learn but also put into practice the bumper
harvest of ideas cascading from a democratised and hyper-connected
marketplace that is increasingly being driven by the empowered many, not
the privileged few.
The
thing is these executives understand better than most that social media
is not just about Twitter and Facebook (although in many instances and
when used correctly, these platforms can be incredibly powerful).
Indeed, they
are embracing the fact that today, companies need to be open,
transparent, informal, conversational and relevant - they need to add
value to the community by creating content that inspires, informs,
educates, empowers and/or entertains consumers, content that matches
customers’ needs versus always being in interruptive selling mode.

These
forward-thinking executives get it that marketing today - indeed, the
whole notion of doing business - is predicated on the fact it’s not
about them anymore, as has been in the past, but what’s in it for their
customers and stakeholders.
How can they, as custodians of their brand,
add value to the marketplace, how can they use social media and new
technologies to contribute positively to the lives of the people who
matter the most to the success of their business (or their cause or
issue if they’re a nonprofit organisation).
Missing out
But
a definite flipside remains however - organisations that give every
sign they’re refusing to adapt to the obvious changes occurring in the
marketplace. You see it every day - companies missing out on massive
opportunities to add value to the community, to use content and social
to be interesting, relevant and helpful to customers, influencers and
stakeholders.
Let
me be clear: When I talk about using new media to connect with the
marketplace, I mean going deeper than just having a presence on Facebook
and Twitter. That’s the easy stuff (although, gobsmackingly, according
to a report half of the ‘big end of town’ in Australia still isn’t on any social media platform!).
What
sort of opportunities are we talking about?
How can companies take full
advantage of social media and online publishing tools to reinvent the
way they communicate with the marketplace and make themselves more
relevant to customers?

Community of fans and supporters
Check
some of the things progressive companies in the US are doing - yes,
they’re proficient with Twitter and Facebook, that’s a given today - but
look at how they’re going about their respective businesses.
Take
notice of the connection they have with consumers, and the effort they
take in building a community of fans and supporters of their brand and
what it is they do (and stand for).
- HubSpot - baking social into everything it does, a truly social business.
- Altimeter Group - challenging the long-held notion of a professional services firm ‘giving away free IP’.
- Mint.com - helping customers by providing useful advice.
- Firebrand Talent - thought leadership in the digital/marketing recruitment space (locally-based).
These companies represent the new breed - they're 'connected brands' that are using social media and online publishing platforms to deepen the relationship the relationship they have with the marketplace (and broader community generally).
And in doing so, they’re setting themselves up to succeed in a world that is evolving by the day.
THIS ARTICLE ORIGINALLY APPEARED IN LEADING COMPANY

Image: Thinkstockphoto
Recent Comments