Social media is all about authenticity, Rohit Bhargava, of Ogilvy USA explained at a recent Frocomm event. Here are a few topics he discussed in his presentation.
Media is circular
News no longer just generated by journalists. With the help of social media, media has evolved to become a circular process. Individuals are looking to the media for stories, but at the same time, the media is looking to online for stories and trends.
Individuals are now both a consumer of media and a creator. This idea can be as simple as engaging with media by reading an article, followed by posting a comment online. Blogging is the more serious way to become a media creator, allowing individuals to generate their own stories and ideas.
The media are increasingly looking to these blogs to help them pick trends before they happen, possibly making bloggers the ultimate source of news.
Unlock the passion of accidental spokespeople
One of the most noticeable effects of social media is the emergence of the ‘accidental spokesperson.’ This concept is the idea that key voices for organisations are fast becoming accidental ones from either employees or customers. As more and more blogs and social networking sites emerge this concept is quickly growing.
Voices can range from passionate enthusiasts to determined detractors, plugging or criticising your organisation. The best method is to listen to these voices rather than monitor. If negative comments arise, do something about it and rectify the situation as customer service would, hopefully turning an unhappy customer into a satisfied customer.
When positive comments arise – encourage these individuals as they are positively promoting your brand with an authentic voice.
Speak with a human voice
Social media is providing organisations with the chance to humanise and authenticate their organisation. In the past, many organisations have lacked personality or a personal voice, making them almost robotic.
With the emergence of blogs and sites such as Twitter, organisations have been given the opportunity to bring their organisation alive by delivering a vivid personality through a spokesperson such as the CEO. Readers feel as if they actually know the company and it gives them a personal and credible voice. This activity builds trust and more often than not – customers.
Faceless doesn’t work anymore
Consumers are no longer OK with being put on hold or talking to recorded messages. They want to talk to a real person and get a personal reply to their individual questions. Social media is allowing organisations to do this.
Social media is the easiest way for an organisation to create a personal connection with customers. Questions can be asked online and a ‘real person’ can reply directly with a suggestion or answer doing wonders for the organisations reputation.
Virtual trust trumps all
Current research has shown that consumers are starting to trust online reviews over recommendations from their friends and company produced product information. This highlights just how important online reviews are for your organisation.
It is a good idea for organisations to regularly check blogging sites to understand what is being said about a particular product or service. It is an even better idea to implement processes to encourage happy customers to submit reviews online. You will be rewarded with a dramatic increase in sales.
Sydney Public Relations Agency, CP Communications provides specialist media, traditional and online PR strategies that get amazing results. Contact us today. For more great tips visit our website www.cpcommunications.com.au.
