In a Practical Ecommerce article, Kevin Allen writes how companies–particularly ad agencies–are increasingly creating social-media positions with titles such as “Social Media Director” or “Social Media Specialist.” The main reason for these new roles is that consumers are no longer passive. They share information about products and services via email, blogging, Facebook and Twitter, among other social networking sites.
There is certainly a parallel between these new corporate Web 2.0 positions and being the Social Media Director of your own personal brand. By incorporating some of their practices into your marketing effort, you can better communicate your brand and unique value to your target audience.
You’ve likely heard discussions about the perceived irrelevance of Twitter and Facebook by people who wouldn’t miss an opportunity to attend a chamber of commerce mixer or industry conference. People that use social media effectively, understand that they are their own ambassadors at a virtual mixer. In the course of these online conversations they can drop their “virtual business card” in the form of their personal website URL, LinkedIn, Twitter, Facebook account, or email.
It no longer pays to be passive. With social networking, gone are the days of “we broadcast, you listen.” Social media invites dialogue. When your network feels engaged, they are more likely to become an extension of your marketing efforts by singing your praises in their own posts or blogs.
In order to connect with your network, you have to think in terms of delivering value. You don’t just post to post, but you provide interesting content that positions you as a subject matter expert. You follow conversations and add value. Listening and interacting are the keys. By applying old marketing rules to a new technological environment, you will fail to recognize that the biggest change is not the technology itself but the expectations of the people you are trying to reach.
