Brian Solis: “Brands Must Become Media to Earn Relevance”

Die größte Herausforderung einer Marke ist heute weniger, sich in Social Media zeitgemäß zu engagieren, denn sich zu befähigen, dort (sich!) tatsächlich nachhaltig kreieren zu können. Von der Reaktion zur Kreation. Viel Energie wird noch darauf verwendet, die Tools, die sozialen Architekturen zu durchdringen, zu lernen, die Ressourcen bereitzustellen und sich zu befähigen, regelmässigen relevanten Content zu bieten. Dabei geht es vielmehr darum, eine soziale Marke zu kreieren. Und hierfür braucht es mehr als nur Fleiss und Lernbereitschaft. Brian Solis schreibt in einem großartigen Artikel, wie das gut gelingen kann und welche Grundvoraussetzung es braucht. Den Begriff der “Galvanisierung” von Communities lese ich hier zum ersten Mal.

“There’s a saying in theater, a big part of acting is reacting. This is especially true when we consider how many individuals, brands, and organizations engage in the Web today. Instead of seeking inspiration and direction from those around us however, we simply react to activity, which may or may not benefit us in the long run. In Social Media, many of the existing programs are either dictated by the community-driven conversations strewn across the web, with an emphasis on Twitter and Facebook, or creatively designed to elicit specific responses in addition to the crowdsourcing of brands and dissemination of corresponding messages.

But social media represents a greater opportunity that invites us to participate proactively, introducing new thoughts, ideas, and solutions through the people that inspire us to try something new.

Social Media is an earned privilege.

While establishing a presence is elementary, captivating audiences is artful. In the near future, brands and organizations will create new or augment existing roles to serve as editor and publisher to all channels with a primary objective of ensuring that timely, relevant, and captivating content is produced, distributed, and connected to both captive and desired audiences. This work is in addition to the other reactive and proactive social media campaigns that are already in progress, but held to a strategic editorial calendar that blends video, audio, imagery, text, updates, and other social objects and networks to reach, inspire, a galvanize communities.”

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