The dulcet tones of the legendary C + C Music Factory are the inspiration for this post. Cue "Everybody Dance Now" in the background as we take on the two questions that can, without fail, right now, make the majority of Brand Managers out there sweat:
Question #1: Do you know how your brand is being talked about right now, who's talking, and what they're saying (good and bad)?
Question #2: If your CEO decided to pop into your office this afternoon and ask, "What's our social media strategy for the brand," what would you say? Really?
Fair questions, to be sure, but in our work we've run across fewer Brand Managers than we care to admit who have answers to these questions - clear, complete, and ready-at-hand.
But help is on the way. More and more, Brand Managers are recognizing that if they own how a brand is marketed, they also own the result of that marketing; how a brand is talked about, recommended and either chosen or not. This is happening, by the way, in all form and manner of companies, from big brands to newcomers, established companies and start-ups, B2B and B2C. Brand Managers from every sector are facing the same challenges. So how are the best and brightest responding?
First, they're stepping up to the plate to own "social media" for their brand, and for their company. They know that "social media" is all about conversations, and those conversations have an impact on the health and vitality of their brand. They're taking responsibility.
Second, they're embracing the notion that a "social media" strategy is an important and logical extension of their brand's overall media strategy (paid and earned), which is simply the manifestation of their brand's marketing communications plan.
Third, they're trying things, experimenting, and learning; all in real time. They know some of their pioneering efforts might not always hit the mark, but recognize this new world of communications requires fresh approaches and bold moves (and sometimes, thick skin.) They're using Twitter to deliver customer service, online communities to learn about new product likes and dislikes, and scouring the message boards to listen for what consumers are really saying about their store experience, their advertising, and their company.
Finally, they're getting help. Knowing they can't do it all by themselves, they're locking up agency partners who can help them navigate this new world. True business partners who can tell them how their brand is being talked about, or not, right now. And who can help them create intentional, powerful word of mouth by sharing real-time expertise and knowledge gained from helping other clients facing similar challenges. These Brand Managers are getting better at having answers to those two aforementioned questions, and the actions they're taking today are working far better than even the best antiperspirant.
