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Tuesday January 5, 2010

Release Date: 01.05.10 | Location: All Metro Atlanta | Organization: Visual Eye Media

Should Your Media Be Social in 2010?

Advice from social media pros on the 3 keys to social media success

Special to Atlanta Daybook By
Amani Channel
@urbanreporter or @visualeyemedia

Last year may be remembered as the year when social media went mainstream. Celebrities like Ashton Kutcher and MC Hammer created a buzz through their Twitter accounts. News organizations like CNN, companies like Comcast, and some marketers and PR pros joined in on the social media frenzy. Some folks have figured it out, while others are still sitting on the bench waiting to jump into the game.

"2009 was about the growth of Twitter and Facebook and the power of messages and news traveling at a speed I don't think anyone realized it could travel," explains James Andrews, co-founder of Everywhere, a social media agency that helps brands and celebrities leverage social media for marketing and promotions.

At best, social media can be an effective channel to increase sales or create a viral buzz about a product or service. But it takes more than just having Twitter account or Facebook fan page to drive social media success. Communications professionals need to understand how participating in online conversations differs from traditional marketing and advertising.

"When using social media tools, understand that the voice/tonality is totally different. You are not selling, you are listening, engaging and participating," Andrews explains.

It can be uncomfortable waters for organizations that are used to having tight reins on their messaging. "Many are uncomfortable with the level of transparency and the possibility of negative comments," explains Jacqui Chew, principal of iFusion Marketing.

Failure to keep up with the conversations online can be even more damaging. Motrin learned a hard lesson in 2009 after it launched an ad campaign directed at mothers who use slings to carry their babies.

An army of mommy bloggers found the ad to be offensive, and mobilized on Twitter and YouTube. Motrin did not respond to any of the activity and finally pulled the ad and issued an apology after mainstream picked up the story days later.

"Had the company been monitoring the online reaction, they could have stopped the negative story in its tracks," explains Jennifer Jones, senior vice president, Digital and Social Media at Porter Novelli.

Jones explains that when done right, "social media allows marketers to understand their target customer and engage in right conversations with the right people at the right time in order to drive real changes in behavior."

Experts say three keys are vital to your success: listening, immediacy, and transparency. So how are some ways you can join in the conversations?

Experts suggest that you can start by monitoring what people are talking about on popular social networks. Observe and learn how people communicate and share information. Remember, however, that the most important piece of the puzzle is be yourself.

"You cannot pretend to be something you are not online. You will be found out. There are people online who go out of their way to embarrass marketers who are not authentic in their social media engagements," Jones warns.

Once you start participating, make it a practice to set time aside to build relationships, share information, and have conversations with your strongest supporters and harshest critics.

James Andrews shares this advice, "I have to borrow a line from our client Jermaine Dupri who says, ‘Social Media is not for the lazy.' WHEN you make the commitment…apply the time and resources to make sure you have a strategy."

Amani Channel is the Community Manager at www.lensonatlanta.org, and the founder of Visual Eye Media. He blogs at www.myurbanreport.com. You can follow him on Twitter @urbanreporter or @visualeyemedia.