A Social Brand

There are two things about social media that a lot of people don't realize --

1. You cannot rely on it as the "way to go" in and of itself. (it needs to be a part of a strong marketing strategy)

UNLESS ...

2. You have created a strongly social brand OFFLINE.

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Think about the photogs we love because of the social feel of their brand -- (J* anyone??) ... they have built a social brand.

This means their clients have been "trained" to interact with them on a higher level because that is how their brand works. If we want "conversations" in our social media, then we need to inspire them with EVERY way we interact with our public.

Teach them that their input will receive real responses, that their voices will not only be heard but listened to. Create a link between every piece of your marketing, build response from your videos to your pages, your emails to your pages, your print pieces to your pages.

Call them to action to interact, to share, to respond.  This means more than just putting your URL on a piece or linking a post to your page. Give them a REAL reason to come check it out. You need feedback on a new product or there's a new program you're launching. You NEED their input, because they're your trusted clientele and prospects, and no one knows better than they do about what they like ;)

It takes a high amount of energy to be a social brand. It can't be sporadic. It has to be consistent, authentic, informational, funny, different, inspiring. It takes the most energy to create this part of your brand, but if it's real, it will be the easiest to maintain once it's in place.