Social media marketing has become mainstream and as someone said: every media becoming social. I think some brands and their attitudes to social networking, content marketing, management. It’s clear out of every angle, except from view, that a lot of brands are overlooking the “social” in front of the social media. It’s this that sets social networking besides other forms of media. To excel in social networking, you begin with cultivating a cultural media mindset. Most have not understood what this platform offers.

All that individuals are doing is majorly titled toward social networking abuse which is dependant on advertising and shameless ego promotion. This affects corporate brands more though.

Most have concentrated mainly on mainstream traditional media. They have neglected or can we say they’re unaware that the only way to survive in now is really a two-way communication media which embraces not merely the original but online media platform. As we realize, the existing trend today is for brands to first learn about their brides-customers, obtain attention through the utilization of social networking platforms like blogging, Youtube, Xing, Facebook, Del.ici.ous, Bookmarking, RSS, Podcasting, videocasting, Wikis among many other available online media.

The evolution of the new media has opened opportunity to find opinion, interact, court, date and offers irresistible proposal which will hook the bride. Today customers are no more purchasing one mode fits all offer by the original media. Some corporate brands here appear to hinge non-participation in online community building on such excuses that individuals are not even online, neither are there recognized consumer fora which have major convergence of consumers online. Also no regulatory authority here pays awareness of or gives any awareness of whatever they’ve to say can. Additionally they declare that online forums here have no impacts on corporate performance. Some also declare that social networking is alien to us. My answer is that social networking isn’t alien. The actual fact remains that many things had been part folks only that individuals don’t accurately labeled them before the westerners help us out.

The notion of social networking, content marketing is rooted in cultural rituals the place where a couple gets engaged before they could start dating. The procedure require that suitor’s intention has to be established through family contacts, integrity checked and a cogent promised is created he is enthusiastic about a serous relationship and not flings. Without these background checks, nobody officially allows the intending couple to start dating. If this really is violated then, the bride to be will be disciplined.

Drawing a similar in this ancient ritual, the customers want the brand today showing that what matters is her, not money making. The customers want to be sure out of arrays of suitors-products, services- your brand can take the initiative of starting a discussion, the consumer wants to be certain your brand is not merely flirting, looking out for short flings but a real relationship which will enhance her lifestyle. Brand through social networking, content and social marketing put up a bate by loading the right words within their contents to convince, educate, entertain the bride that they’re out to make her life better even before selling anything.

Customer desires to see just how much of one’s intellectual property will undoubtedly be made available without charges. The customer wants to find out you are a giver. One of their love languages is gift sharing. A giver without string attached always takes the show. Social media marketing, content marketing requires plenty of commitment. It takes time before social networking and content marketing make huge impact. Any brand that could show advanced of commitment in social networking will always carry the day.

Typical case studies of brands with efficient usage of social networking include Tony Hseih. Tony followers in Twitter today is over one forty million. Hseih is the managing Director of Zappos.com. Tony through his ‘tweet’ has course to meet with customers at a bar while many in his position will rather hide under the guise of busy schedule. Tony uses Twitter to create interaction with customers; he uses twitter to resolve problems for clients. The effectiveness of Tony Hseih and Zappos communities has been used to strengthen relationships with Zappo’s brand offline. Zappos client freely gives their ideas on which they want. This aids, results in co- creation of brands products, services.

As busy as Richard Branson of Virgin group is, he also maintains a twitter account. He’s used his twitter account to answer questions from angry customers in addition to virgin potentials. The virgin group also posseses an integrated website that allows news update, blog among others. Southwest Airlines has used social networking to create strong connection that impacts on the brand’s offline interaction

A good example of the utilization of social networking to spread messages and connection was recently demonstrated by Michael Jackson’s personal doctor. As we’re all aware, it was once insinuated he killed Michael Jackson through drug overdose. About a week ago, he used YouTube video to spread his part of the case. This video spread across the web in addition to mainstream media. Popularity of virtual community has been soaring high with increased people focusing from academics and marketing communications practitioner discussing it ahead of time countries, yet Nigeria brands have assumed ‘I don’t care attitude’ ;.Nations and brands are not considered backward just due to their location but centered on attitudes, disposition to the utilization of technology which will aid progress. Building emotional connection, loyalty with the brand is becoming a simple thing through social media.

Social media marketing has become a great platform to identify with, interact, communicate brand element. This often starts in online forum and cause offline beneficial relationship. Today, nearly three billion of the seven billion potentials are actually connected in social networking platforms. Agreed the ratio continues to be slow here but the quantity is increasing daily. Through social networking brands can ignite confidence in the hearts of the bride, build thought leadership. Your brand competitors might have better product, services but will truly lose out for you if you can build strong connection together before you inquire further to purchase through massive advertisement.

If your brand can share enough information, answers to concerns and prove that you will be on the verge of seriously neglecting your personal best interest, of tight schedules, to be able to serve these greedy, needy brides that desire your brands be much more open, honest together that will be the essence of social media. Social media marketing don’t allow cover ups, unnecessary protection of corporate brand’s failures. I am of the opinion that when our banking industry’s Managing Directors have already been active in social networking, there’s possibility of gaining public sympathy instead of this anger, tantrum they’re now receiving from various angles. Their followers would have been able to defend them and take appropriate position that will have given them soft landing in this trying period.

Since our brands have concentrated on a single kind of media, mainstream, tell me why should their brides not block out their useless bragging through advertising? Tell me why is it hard for brands n our environment to see handwriting on the wall that their brides now desire their authentic voices that aren’t coloured with jargons of self- serving moneybags? The brands’ brides are actually also afraid; skeptical of marketing. Why should the brides be loyal when the section of trust is shaking?

Having established that let us now examine proper means of participating in social networking that will be now Facebook Likes Reseller Panel being exchanged for web.2.0. For brands to actively be involved in social networking, brands have to observe, listen, find clients’ hibernating medium. In carrying this out, brand should first define its social networking strategy through careful evaluation of brand’s resources, analyze the target market, and identify objectives. Having done this, brand must carefully pick or access platforms that fit their goals. This may inform your decision to operate a web log or just to be involved in other forums like Twitter, Facebook, discussion board, social networking bookmarking, stumbleupon among others. Be sure you realize that such platforms are used by your niche audience. Identify the top influencers of one’s industry online through recognitions given with their opinions, comments, awards etc.

To achieve this effectively, brand may consider creating the position of community or social media/knowledge management manager or hire consultant who has track records in skills like community management, online reputation management, monitoring, tracking, podcast, video cast, web links etc. These skills don’t need a programmer’s knowledge and in actual fact, they’re used by customer relations, brand, and Public relations experts. The only requirement is passion that is backed with proven results. The said manger or consultant must also understands forum rules, reputation software, learn how to distribute contents without creating offense as this can be counter productive. Great ability to produce qualitative content for blogs, create profiles and claim such blogs in online directories can be essential. Social media marketing, content marketing, management sometimes appears as number of open-sourced, interactive and user- controlled online application used to expand the experiences, knowledge and market power of the users as participants in business and social processes, the social networking landscape is actually about conversation before any marketing campaign.

Brands must therefore consider Rajesh Setty’s suggestion that it must demonstrate your brand cares, is curious to find out what is the concern of the customers, contribute, ensure the content may be worth their attention, clarify issues, build conversation which will cause strong relationship, generate plenty of creativity, demonstrate the brand’s character and values cherished, build community, tribe, brings change, instill courage and be highly commitment to a cause its believe in.