Community and the Social Participation Advantage

"No matter what people see, hear, or read on TV, the radio, or magazines, they can verify it on the Internet." - John Horrigan

Many companies and brands have been reluctant to participate in the social Internet, or have clothed their initiatives in the same wardrobe as other marketing campaigns. We suspect that both of these poorly-conceived strategies stem from the same root - the reluctance to be aware and accept that to a very large degree a company can no longer define their public image and control public sentiment.

That is not to say that a firm should sit back and listen mutely as objects of discussion, but not participants. Nor is it to say that a company would be well-advised to frantically react to whims and fancies of any blogger with a bone to pick. No, a firm's (or individual's) social media participation should be as part of the discussion rather than the object of it; interesting and guiding rather than reactionary and defensive.

Companies that understand this and employ it effectively - being caring, responsive and attentive - are seeing benefits and ROI that rival being top-ranked on Google. The biggest difference is that a top search ranking requires a great deal of time, funding, some risk and a measure of trial & error, whereas a social campaign requires the time and attention of an emotionally mature individual who is deeply knowledgeable about your firm or product, and its environment.

chr32 can help you identify and groom that individual (or team) and give them the operational tools and social strategies to help you achieve the online social presence most suited to the aims of your enterprise. Remember though, that if you are going to be part of the community, you have to forget the notion of control and accept the uncertainty of influence.

"Public sentiment is everything. With public sentiment, nothing can fail; without it nothing can succeed." - Abraham Lincoln

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