By: Steve Goldner | @SocialSteve | Senior Director, Social Media
Social by Design … not a new buzz phrase but, rather, a fresh business imperative.
For years I have been professing that social media is not a tactic but, rather, has to be a way of life for brands. It is not about putting up a Facebook page and a Twitter feed and posting away. Social media must be at the core of a marketing strategy. Yeah, I know … you’ll think someone named “SocialSteve” is likely to say that … how self-serving of me. But wait a minute and hear me out.
The most powerful call to action a marketer could hope for is to have one friend, one colleague, one family member refer to another a suggested product or service. The recommendation comes from an objective source, a trusted source. Let’s face it: an ad is a recommendation from a most subjective source.
Social by Design means putting a brand in the hands of your target audience to produce organic sharing and word of mouth. Social by Design yields brand amplification. Maybe the one brand that understands this most of all is Coca Cola. As Coke has an objective to double their business it looks at programs that are Social by Design. As Coke states it, it is moving from creative excellence to content excellence. Coke calls its content strategy “liquid content,” and looks for its target audience to be the source of brand proliferation.
This video is a must see as it crystallizes what is meant by having a strategy that is Social by Design.
Part 2 is follows: