The rapture of social media paralyzes some brands
Recently, I’ve spoken to a few large brands that have been getting the sermon from a few social media consultants about damnation to hell if they don’t convert. These type of scare tactics include suggesting radical change need to occur for brands to join the conversation, as well as handing over all control to the marketplace, should everyone in marketing can pack up and go home early?
Most brands aren’t firing their marketing group
In reality, this is rarely the case, (well cept for Dell, and a few others who had trial by fire) most brands slowly adopt these tools and the communication changes that happens, and I’ve never seen a brand completely turn over messaging control to the marketplace completely, have you? While there certainly are changes afoot, as technology impacts progress, there are course corrections happening at many companies, but I’ve yet to meet one CMO who’s fired the MarCom and Communications team in lieu of a team of external bloggers.
For conservative brands, take a pragmatic approach
Instead, perhaps the best way for conservative brands to move forward is to focus on three things:
1) Understand if their marketplace is using these tools, and how. First see if your prospects, decision makers or influencers are using these tools, do a study first, take inventory.
2) Next, have a goal, or an objective, rather than jumping in rather than being pushed in because someone else lit you on fire. Don’t allow fear to be the sole driver of your decisions, instead, focus on what success will look like.
3) Experiment internally with these tools where it’s safer, where mistakes can happen without the ridicule of the public looking on.
Focus on clear business strategy rather than allowing someone to light you on fire
While there are certainly changes happening in communication and marketing, this doesn’t mean you throw out the playbook, and react. Instead, for conservative or risk averse cultures, focus on understanding the changes in your market build a plan and experiment where it’s safe. When you look at moments of great change, see how history remembers the difference between radicals sand revolutionaries.
Let’s be objective, there’s a lot of challenges (and opportunities) with the social media industry, I’m cataloging them and tagging them ‘challenges‘.