Why adopting a new way may not be as scary as we think and may just bring rewards beyond our wildest imagination.
The other day I was presenting social media as one aspect of a communication’s solution to a prospective client. After presenting the benefits of using social media as part of their platform he turned to me and said;
“But Lisa there is no way to control this. We can’t possibly move forward without some kind of guarantee that people won’t disagree with us”
I could identify, I’ve been there. As a previous National Marketing Manager of a well known brand I understand the passion one feels for one’s brand and subsequently how protective one is. I also know the undeniable feeling of fear at the prospect of losing control.
The thing is that the world is changing, not just in the marketing and communications space but at large. Governments, CEO’s and marketers alike will slowly have to learn to relinquish their control and commit to engagement with their ‘followers’ – excuse the pun. Without going into the all too obvious reasons and examples; let’s not dredge up the collapse of Wall Street yet again, we cannot deny that a shift needs to occur in accordance with the way the world is changing and needs to change.
What does engagement mean? It means that we as marketers have to accept that maybe the opinions of ‘our’ consumers and clients differ from our own. It means communicating with our consumers and clients on their preference of platform. It even means accepting that some people will disagree with us.
There are no guarantees but social media presents more of an opportunity for positive brand engagement than we realise. In the days ‘BI’, before internet, when a customer complained we may have received some negative publicity through them telling a few friends and acquaintances whereas today the response would be broadcast across numerous platforms in a matter of minutes. How can this possibly be good? Well before you wonder whether I have lost all my brand ‘cents’ the point is that when customers post, tweet or complain all they usually want is some kind of response. Companies, and there are numerous shining examples, who engage positively and with authenticity end up converting not just one negative customer but they now open themselves up to consumers who might previously not have engaged with their brand.
Further opportunity is presented in the way of being able to gauge whether what we are marketers say about our brands are aligned with what stakeholders say.
And yes there may be a very small percentage of ‘crazies’ intent on damaging our brands but there are easy ways to manage them. In fact you may even find that your most ardent supporters fight your battles for you.
Welcome to the new world. Embrace it, engage and enjoy!
Happy Marketing
PS You can find me on Facebook, Twitter, Linked In and Skype otherwise just mail me at lisa@ignition-consulting.co.za
