Today someone sent me a link to this video in an email. The subject just said this: "Hey Steph - I Get It." My friend Brian Solis @brianSolis (author of Engage - a must read for marketers and forward thinkers) sheds some light on the important role the Digital Sociologist plays in what I refer to as "social marketing architecture".
This little post is for all those people who struggle to understand the importance recognizing the "social consumer" and the necessity of the Digital Sociologist in the ideation, planning, development and execution of new media engagement strategies. It is simply not enough to throw up a brand Fan page on Facebook.
Driving connection through a bought audience using competitions and contests does serve to list build and nudge the brand mention figures in analytic reporting, drive a few impressions, etc. but at the end of the day you gotta ask:
"Where is the love?"
It's almost like a relationship with a prostitute - it feels great for five minutes but over when money changes hands. Empty. Devoid of emotion, loyalty and deep connection.
With so many opportunities in the social web to foster rich meaning through conversations and connections just being present/visible isn't merely enough. The brand story has to be unique, authentic and relate-able. The value of remarkable social articles (the kinds of things that people seek, discover and voluntarily share to their streams) trumps fancy brand badges that bear no lovemark value. If I wouldn't tattoo a brand name on my ass it is highly unlikely that I will utter that brand's name in my sleep. In the digital landscape I see Inception beginning at the conversational level and happening because those engaged are driving discussions.
What do you think?
Leave me your thoughts and comments please. It makes this blogging thing way more fun.