3 Steps To Khoas Social Media

01/20/2010

Scribles  When I heard a colleague call social media a "consequence free environment" one word came to mind: ChaosDictionary.com defines choas as: a state of utter confusion or disorder; a total lack of organization or order. In the business world, where order and analysis are the basis of strategy, it's a small wonder why many marketers think of social media as their worst nightmare! 

However, as is often the case of a Google search I saw something else .. another spelling - Khaos - and followed the links. Khaos was the Greek Goddess of the space between heaven and earth. Some ancient writers believed that she was primary source of all things. 

Okay .. I promise not to leap into the gaping void and propose that social media is the source of all new marketing. If we think of social media not as Chaos, but as Khaos a new way to breach the void of customers and company, then perhaps we shed light on what is scary in the night but finds purpose in the day.

What do you do if you find your brand in the midst of a 'consequence free environment' where the conversation is more of nightmare than a pleasant dream? Here is a model to help breach the gap. For best results, of course, it should be part of your Social Media Enterprise Plan and dovetail into "In The Moment Marketing."

3 Steps to Khoas Social Media

Step 1: Determine Extent of Influence

 a. Follow the conversation

b. Identify the people who are posting and who is commenting

c. Determine viral impact e.g., retweets, blog links, forum discussions, etc.

d. Monitor for main stream media mentions

 Step 2: Analyze Meaning 

a. What aspects of the brand resonated with customers?

b. Where are the emotional ties to the brand?

c. What is the impact on customers about the brand and the company?

d. What is being repeated/RT’ed?

e. Is there offline impact e.g., customer call center?

Step 3: Determine Opportunities for Engagement

a. Tell your story in the same platforms

b. Co-create with your customers and fans

c. Join the conversation before it occurs!

Now I ask you, where else can you find social media served up with Greek Mythology?

Update: Thanks to @Attentio who reminded me that this is a circle strategy .. monitoring is the first and last steps; reviewing your results is also critical. So add 3 more steps please.

Trackbacks

Trackback url:
http://www.typepad.com/services/trackback/6a00d83451b4b169e2012876f23433970c

Comments

Toby, excellent and as I continue to preach, let's truly enable conversations amongst and between all parties in our organizations and our customers and we may find some unexpected and pleasant sources of information. Non-traditional customer channels are often the most rich in information and feedback re how we are perceived; social internetworking affords us the ability to tap in to and measure these channels. Let's not hamper them with too much formality, however!

Posted by: Lisa on Jan 21, 2010 9:27:54 AM

Congrats on the Forbes list Toby! Not too shabby!
Tsufit
Author, Step Into The Spotlight!

Posted by: Tsufit on Jan 22, 2010 8:43:23 PM

I really appreciate the new approach of looking at Social Media. I agree that a lot of people think its a transition and information overload, looking very chaotic. I like the wordplay.

Posted by: Promotional Products on Jan 23, 2010 12:11:27 PM

social media is very disordered. (i found this blog post through a twitter user who i happened to see on a twitter chat i happened to find with my twitter account i just happened to decide to get) I really like starting with a scouting mission & planning a strategy.

Great post and Great parallel!

Posted by: pcaveney on Jan 25, 2010 9:15:16 PM

Thanks for your kind reminding.

Posted by: shanghai expo on Feb 11, 2010 3:52:04 AM

Post a comment