Social media marketing is becoming mainstream and as someone said: every media becoming social. I usually think some brands and their attitudes to social networking, content marketing, management. It is clear from every angle, except from view, that many brands are overlooking the “social” in front of the social media. This is what sets social networking besides other forms of media. To excel in social networking, you start with cultivating a cultural media mindset. Most haven’t understood what this platform offers.

All that we are now doing is majorly titled toward social networking abuse which is founded on advertising and shameless ego promotion. This affects corporate brands more though.

Most have concentrated mainly on mainstream traditional media. They have neglected or can we say they’re unaware that the only path to survive in now is just a two-way communication media which embraces not merely the original but online media platform. As we realize, the existing trend today is for brands to first learn about their brides-customers, get their attention through the usage of social networking platforms like blogging, Youtube, Xing, Facebook, Del.ici.ous, Bookmarking, RSS, Podcasting, videocasting, Wikis among a great many other available online media.

The evolution of these new media has exposed opportunity to find opinion, interact, court, date and offers irresistible proposal that will hook the bride. Today clients are no further buying one mode fits all offer by the original media. Some corporate brands here appear to hinge non-participation in online community building on such excuses that we are not yet online, neither are there recognized consumer fora which may have major convergence of consumers online. Also no regulatory authority here pays attention to or gives any attention to whatever they have to express can. Additionally they declare that online forums here don’t have any impacts on corporate performance. Some also declare that social networking is alien to us. My answer is that social networking is not alien. The very fact remains that lots of things have been part people only that we don’t accurately labeled them before westerners help us out.

The thought of social networking, content marketing is rooted in cultural rituals in which a couple gets engaged before they may start dating. The process require that suitor’s intention needs to be established through family contacts, integrity checked and a cogent promised is created that he is enthusiastic about a serous relationship and not flings. Without these background checks, nobody officially allows the intending couple to start dating. If that is violated then, the bride to be could be disciplined.

Drawing a simultaneous in this ancient ritual, the customers want the brand today showing that what matters is her, not money making. The customers wish to be sure out of arrays of suitors-products, services- your brand usually takes the initiative of starting a conversation, the consumer wants to make sure your brand is not only flirting, taking care of short flings but an actual relationship that will enhance her lifestyle. Brand through social networking, content and social marketing setup a bate by loading the right words inside their contents to convince, educate, entertain the bride that they’re out to produce her life better even before selling anything.

Customer desires to see simply how much of your intellectual property will soon be made available without charges. The customer wants to learn you’re a giver. Certainly one of their love languages is gift sharing. A giver without string attached always takes the show. Social media marketing, content marketing requires plenty of commitment. It does take time before social networking and content marketing make huge impact. Any brand that could show advanced of commitment in social networking will always carry the day.

Typical case studies of brands with efficient use of social networking include Tony Hseih. Tony followers in Twitter today is finished one forty million. Hseih may be the managing Director of Zappos.com. Tony through his ‘tweet’ has course to meet up with customers at a bar while many in his position will rather hide beneath the guise of busy schedule. Tony uses Twitter to build interaction with customers; he uses twitter to solve problems for clients. The potency of Tony Hseih and Zappos communities has been used to strengthen relationships with Zappo’s brand offline. Zappos client freely gives their ideas on what they want. This aids, leads to co- creation of brands products, services.

As busy as Richard Branson of Virgin group is, he also maintains a twitter account. He’s used his twitter account to answer questions from angry customers in addition to virgin potentials. The virgin group also has an integrated website which allows news update, best reseller panel blog among others. Southwest Airlines has used social networking to build strong connection that impacts on the brand’s offline interaction

A good example of the usage of social networking to spread messages and connection was recently demonstrated by Michael Jackson’s personal doctor. As we are all aware, it had been once insinuated that he killed Michael Jackson through drug overdose. About yesterday, he used YouTube video to spread his part of the case. This video spread across the internet in addition to mainstream media. Popularity of virtual community has been soaring high with increased people attending to from academics and marketing communications practitioner discussing it beforehand countries, yet Nigeria brands have assumed ‘I don’t care attitude’ ;.Nations and brands aren’t considered backward just due to their location but based on attitudes, disposition to the usage of technology that will aid progress. Building emotional connection, loyalty with the brand is now an easy thing through social media.

Social media marketing has become a great platform to recognize with, interact, communicate brand element. This often starts in online forum and result in offline beneficial relationship. Today, nearly three billion of the seven billion potentials are now actually connected in social networking platforms. Agreed the ratio continues to be slow here but the amount is increasing daily. Through social networking brands can ignite confidence in the hearts of the bride, build thought leadership. Your brand competitors could have better product, services but will really lose out for you when you can build strong connection with them before you question them to buy through massive advertisement.

If your brand can share enough information, answers to concerns and prove that you will be on the verge of seriously neglecting your own personal best interest, of tight schedules, in order to serve these greedy, needy brides that desire your brands are more open, honest with them which can be the essence of social media. Social media marketing don’t allow cover ups, unnecessary protection of corporate brand’s failures. I am of the opinion when our banking industry’s Managing Directors have now been active in social networking, there’s probability of gaining public sympathy instead of this anger, tantrum they’re now receiving from various angles. Their followers would have been able to protect them and take appropriate position that will have given them soft landing in this trying period.

Since our brands have concentrated on one form of media, mainstream, tell me why should their brides not filter their useless bragging through advertising? Tell me exactly why is it burdensome for brands n our environment to see handwriting on the wall that their brides now desire their authentic voices that are not coloured with jargons of self- serving moneybags? The brands’ brides are now actually also afraid; skeptical of marketing. Why should the brides be loyal once the element of trust is shaking?

Having established that let us now examine proper way of participating in social networking which can be now being exchanged for web.2.0. For brands to actively be involved in social networking, brands need certainly to observe, listen, find clients’ hibernating medium. In doing this, brand should first define its social networking strategy through careful evaluation of brand’s resources, analyze the target audience, and identify objectives. Having done this, brand must carefully pick or access platforms that suit their goals. This may inform your choice to perform a website or simply to be involved in other forums like Twitter, Facebook, discussion board, social networking bookmarking, stumbleupon among others. Make sure to understand that such platforms are used by your niche audience. Identify the most truly effective influencers of your industry online through recognitions given for their opinions, comments, awards etc.

To get this done effectively, brand may consider creating the positioning of community or social media/knowledge management manager or hire consultant who has track records in skills like community management, online reputation management, monitoring, tracking, podcast, video cast, web links etc. These skills don’t demand a programmer’s knowledge and in actual fact, they’re used by customer relations, brand, and Public relations experts. The only requirement is passion that is backed with proven results. The said manger or consultant should also understands forum rules, reputation software, understand how to distribute contents without creating offense as this may be counter productive. Great ability to generate qualitative content for blogs, create profiles and claim such blogs in online directories is also essential. Social media marketing, content marketing, management is seen as collection of open-sourced, interactive and user- controlled online application used to expand the experiences, knowledge and market power of the users as participants in operation and social processes, the social networking landscape is basically about conversation before any marketing campaign.

Brands must therefore consider Rajesh Setty’s suggestion so it must demonstrate that the brand cares, is curious to learn what is the concern of the customers, contribute, make certain the content may be worth their attention, clarify issues, build conversation that will result in strong relationship, bring in plenty of creativity, demonstrate the brand’s character and values cherished, build community, tribe, brings change, instill courage and be highly commitment to a cause its believe in.