I was like an explorer in an unknown land when I first stepped into this world of social networking and word of mouth marketing. Tweeets, retweeting and direct messages were a new language, Facebook groups and fan pages were just more tabs that I avoided when checking on the status updates of my friends, and YouTube was just another distraction from whatever real work had to be done. I was overwhelmed by this land of virtual conversation and wondered why so many people were attracted to something that seemed like an escape from reality.
What I failed to understand however, was that reality was changing and I had yet to join the future. What I was missing was an instrumental change in how humans communicate with one another. It wasn't just hiding under a rock, but was happening all around me, all the time. After stepping into this world I realized just how much of a dunce I had been. How could I have missed something so obvious?!
The change I'm referring to is the awareness and importance of realizing that you can build a brand or identity simply by creating conversations and recommendations. The term 'social media' refers to a set of tools used to harness or encourage this dialogue among consumers or individuals and has helped to make this dialogue more efficient and thus, more profitable. With profit, comes interest from larger players, and with this intrigue comes a momentum that then entices the average person to talk and share more often. More conversation means more people are listening, and with all these ears, comes a recognition that this is a very powerful cycle.
Fortune 500 companies, start-ups, mothers blogging at home, college students and everyone in between are starting to understand the value of being 'online' and joining this 'cycle.' What we're giving more attention to is how this space can help position a 'brand'--whether it's a company, product, or an individual--that others will care about. Everyone can tweet about their latest battle with the copying machine or their crazy neighbor. The power of using Web 2.0 technologies however, comes with sharing relevant and engaging content to position the brand as an expert that others can trust. Everyone has the power to influence. The trick comes in figuring out what information and tone is most effective in engaging audiences, and how word of mouth marketing will then help drive recommendations for the brand.
Understanding how to enter and utilize social media, social networking, blogging, online communities and a number of other channels takes time. As a newcomer, the most important thing you can do right now is to listen--gain a sense of the value and purpose of how word of mouth marketing and social media can be used to build a brand. In my next post, I'll discuss some steps needed to join the party, but for now, here are some helpful sites to get you started.Begin to understand the value of word of mouth marketing.
This demonstrates how today's world is embracing these powerful tools to shape our understanding of current events.
Gain some insight into how people are reaching their audiences.
Get a sense for how some of the biggest players are utilizing social media to build their business.
Read what Zócalo Group's CEO, Paul M. Rand, has to say about creating and using sustainable word of mouth.
