Brian Solis’ article, ‘Influencing the Influencer‘ explores how companies can excel in social media, particularly through communications with influential people.
The competition for attention is focused on social networks as brands vie for awareness and consideration. Establishing a presence in Facebook and Twitter is as necessary as it is trivial.
In the great social land grab, many organizations are missing true opportunities to connect with the fifth P of the marketing mix, people. It’s less about communicating with those individuals who are already following you online and more about those who aren’t.
To excel in social media, engagement has its rewards but it is through the acts of recognition, empowerment and reward that advocacy extends a brand’s reach across social graphs and social networks, online and in the real world.
Competing for the Moment: The New Influencer
Transcending visibility into presence and presence into community is the critical path for companies to earn a place in the hearts, minds, words and actions of the very people who define its markets.
In the real-time attention economy that is social media, branding gives way to resonance as recognition is not nearly enough to compete for the moment. Many businesses are focusing time and resources on engagement while others are experimenting with advertising and promotions.
What’s clear, is that in social networks, information is not only democratized, it is deafening. For brands hoping to connect value with demand, rising above the noise is critical, but in order to see the effects of a rising tide, it must have a fleet of boats in the water.
Connecting with traditional intermediaries who maintain desirable audiences is one way to stay visible and relevant. Connecting with authorities and tastemakers directly in social networks represents a complementary opportunity to spread the word and apply a sense of endorsement and credibility to the marketing mix.
While the ideas of recruiting respected and connected individuals as brand ambassadors or creating digital street teams isn’t new in social media, it is still highly effective. As social media becomes pervasive, individuals are increasing their digital footprint through every connection they forge. Everyday people are gaining prominence in social networks and as such, a new genre of both audience and spokespersons are rapidly gaining traction.
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