Jumping in to social media is like opening a box of chocolates, each platform offers its own unique flavor. Whether you log in for the purpose of selling a product, marketing a brand, managing a community, as a search engine or for being social, there is a tool, or combination of tools, to help you accomplish your goals. Social media has redefined the meaning of accessibility, authenticity, scale, and storytelling. William Gibson said, “One of the things our grandchildren will find quaintest about us is that we distinguish the digital from the real…In the future, that will become literally impossible.” Likewise, the differences between selling, marketing, managing, searching and being social, when effectively utilized, are difficult to distinguish. The key is to find balance between both social and emotional capital; to balance passion with the ability to communicate. Social media is not a job, it is an adventure, it has a life of its own, a box of tools, a journey of making personal connections and building relationships. » Read more..
Tag Archive for emotional capital
Relationships with members of our target engagement groups are the key element in gaining loyal advocates, yet at the same time the lack of or low quality relationships can create activists who speak out against our brand or cause. We need to treat the relationships we build just like our finances; be careful to not overextend ourselves and dip into the red.
In today’s social environment news and even rumors can spread instantly through various channels, at times creating a monumental publicity hurdle to overcome. If we are investing time building networks of engaged customers and investing capital in those relationships we have a base of loyal advocates to work with in crisis. However if we do nothing to build capital and have liabilities then it is easier for activists to rise up against us because we have only a small group of loyal advocates interested in our brands or causes. By no means am I an expert on this topic however it is something I have paid close attention to over the last few years as I have become more actively involved in agricultural advocacy and watching the social business evolution. » Read more..