3 Steps To Khoas Social Media
01/20/2010
When I heard a colleague call social media a "consequence free environment" one word came to mind: Chaos. Dictionary.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
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
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?
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.
