Social Media A Way To Reach Out
08/01/2007
Bloggers are a funny lot. We love to chat it up. We love to build relationships. As we've seen time and again we are quick to come to our own conclusions. Maybe too quick at times. Limited information, not understanding the context and cultural nuances make it so easy to misconstrue some one's intentions. I raise my hand to doing that .. and having that done to me. No one is granted immunity on this one.
Social spaces from blogs to Twitter to Facebook and M-or-e provide easy, free ways to tell our closest friends and friends we don't even know our opinions. That's great for the most part. And no girlfriend bloggers are not researchers or even journalists but sometimes we might want to go an extra step. Especially when it might result in a better conversation.
This week I wrote a post, Blogger Relations: A Side Step To Buy Buzz, and included information and links to several interesting research projects. Part of that information was pulled from a media release from Agency.com about their study, Who Is Driving Social Media, an analysis of what they term influencers - "uploaders." Here's a clip from the post.
The big strategic implication of the Uploaders study is clear – brands need to think of these digital influencers as a resource, not a target. - Dr. Paul Marsden.
That's an interesting concept. Agency.com doesn't say brands should build relationships and expand community with bloggers but instead suggests that bloggers should be positioned as a "resource." And what is a "target?" I've sent off an eMail to Marianne Stefanowicz, Assoc. Director, PR & Marketing Agency.com Worldwide asking for clarification. Ms Stefanowicz was indicated as a contact on the release. Perhaps she'll drop a comment or respond back. If she does I'll let you know.
Marianne Stefanowicz, Assoc. Director, PR & Marketing Agency.com Worldwide graciously responded to my email and agreed to let me post her response. Now we have a better understanding of what was behind Dr. Marsden's remark. And a nice little road map of how to engage bloggers.
Hi Toby - and thank you for your inquiry.
I fielded your question in the direction of James Clifton and this was his response:
The Ultimate Answer is an answer to the Ultimate Question which is a school of thinking led by Bain and Co http://bain.com/theultimatequestion/home.asp
The essence of the quote is that we need to treat people as a ‘resource’ - so listen to them, make them brand advisors by involving them in marketing and product innovation. By doing this, you create genuine dialogue and engagement which helps to make them advocates of a brand.
We should NOT to treat them as a passive ‘target audience’ which we simply message at through advertising.
Hope this helps. Please reach out if you want further information or to talk to James directly.
I did a little more digging and followed Marianne's link which led to the book written by Fred Reichheld, The Ultimate Question. The book addresses how to build community and customer loyalty by answering one, seemingly simple question: Would you recommend us to a friend or colleague? By the way, Mr. Reichheld has a blog and Dr. Marsden blogs too. Sweet. I sent Fred Reichheld an email. Perhaps he'll drop by and leave a few words of wisdom. Who knows .. strange and wonderful things happen all the time in the blogosphere.
Lessons Learned: Reach out. You may find someone like Marianne who is happy to help ensure understanding. And if you pass that along to your community .. that's a powerful way to use social media tools.
