| Social media has become mainstream and as | | | | number is increasing daily. Through social media brands |
| someone said: every media becoming social. I always | | | | can ignite confidence in the hearts of the bride, build |
| think some brands and their attitudes to social media, | | | | thought leadership. Your brand competitors may have |
| content marketing, management. It is clear from every | | | | better product, services but will surely lose out to you if |
| angle, except from view, that most brands are | | | | you can build strong connection with them before you |
| overlooking the "social" in front of the social media. This | | | | ask them to buy through massive advertisement. |
| is what sets social media apart from other kinds of | | | | If your brand can give away enough information, |
| media. To excel in social media, you begin with | | | | answers to concerns and prove that you are on the |
| cultivating a social media mindset. Most have not | | | | verge of seriously neglecting your own best interest, of |
| understood what this platform offers. | | | | tight schedules, in order to serve these greedy, needy |
| All that we are currently doing is majorly titled toward | | | | brides that desire your brands become more open, |
| social media abuse which is based on advertising and | | | | honest with them which is the essence of social |
| shameless ego promotion. This affects corporate | | | | media. Social media do not allow cover ups, |
| brands more though. | | | | unnecessary protection of corporate brand's failures. I |
| Most have concentrated mainly on mainstream | | | | am of the opinion that if our banking industry's |
| traditional media. They have neglected or can we say | | | | Managing Directors have been active in social media, |
| they are unaware that the only way to survive in this | | | | there is possibility of gaining public sympathy instead of |
| time is a two-way communication media which | | | | this anger, tantrum they are now receiving from |
| embraces not only the traditional but online media | | | | various angles. Their followers would have been able |
| platform. As we know, the current trend today is for | | | | to defend them and take appropriate position that may |
| brands to first learn about their brides-customers, get | | | | have given them soft landing in this trying period. |
| their attention through the use of social media | | | | Since our brands have concentrated on one form of |
| platforms like blogging, Youtube, Xing, Facebook, | | | | media, mainstream, tell me why should their brides not |
| Del.ici.ous, Bookmarking, RSS, Podcasting, videocasting, | | | | block out their useless bragging through advertising? |
| Wikis among many other available online media. | | | | Tell me why is it difficult for brands n our environment |
| The evolution of these new media has opened up | | | | to see handwriting on the wall that their brides now |
| opportunity to seek opinion, interact, court, date and | | | | desire their authentic voices that are not coloured with |
| offers irresistible proposal that will hook the bride. | | | | jargons of self- serving moneybags? The brands' |
| Today customers are no longer buying one mode fits | | | | brides are now also afraid; skeptical of marketing. Why |
| all offer by the traditional media. Some corporate | | | | should the brides be loyal when the element of trust is |
| brands here seem to hinge non-participation in online | | | | shaking? |
| community building on such excuses that we are not | | | | Having established that let us now examine proper |
| yet online, neither are there recognized consumer fora | | | | way of participating in social media which is now being |
| which have major convergence of consumers online. | | | | exchanged for web.2.0. For brands to actively |
| Also no regulatory authority here pays attention to or | | | | participate in social media, brands need to observe, |
| gives any attention to whatever they have to say can. | | | | listen, find clients' hibernating medium. In doing this, brand |
| They also claim that online forums here have no | | | | should first define its social media strategy through |
| impacts on corporate performance. Some also claim | | | | careful evaluation of brand's resources, analyze the |
| that social media is alien to us. My answer is that social | | | | target audience, and identify objectives. Having done |
| media is not alien. The fact remains that many things | | | | this, brand must carefully pick or access platforms that |
| had been part of us only that we do not accurately | | | | fit their goals. This will inform the decision to run a blog |
| labeled them until the westerners help us out. | | | | or just to participate in other forums like Twitter, |
| The idea of social media, content marketing is rooted in | | | | Facebook, discussion board, social media bookmarking, |
| cultural rituals where a couple gets engaged before | | | | stumbleupon among others. Be sure you know that |
| they could start dating. The process require that | | | | such platforms are used by your niche audience. |
| suitor's intention has to be established through family | | | | Identify the top influencers of your industry online |
| contacts, integrity checked and a cogent promised is | | | | through recognitions given to their opinions, comments, |
| made that he is interested in a serous relationship and | | | | awards etc. |
| not flings. Without these background checks, no one | | | | To do this effectively, brand may consider creating the |
| officially allows the intending couple to start dating. If | | | | position of community or social media/knowledge |
| this is violated then, the bride to be would be disciplined. | | | | management manager or hire consultant who has |
| Drawing a parallel in this ancient ritual, the customers | | | | track records in skills like community management, |
| want the brand today to show that what matters is | | | | online reputation management, monitoring, tracking, |
| her, not money making. The customers want to be | | | | podcast, video cast, web links etc. These skills do not |
| sure that out of arrays of suitors-products, services- | | | | require a programmer's knowledge and in actual fact, |
| your brand can take the initiative of starting a | | | | they are used by customer relations, brand, and Public |
| conversation, the customer wants to be sure your | | | | relations experts. The only requirement is passion that |
| brand is not just flirting, looking out for short flings but a | | | | is backed with proven results. The said manger or |
| real relationship that will enhance her lifestyle. Brand | | | | consultant must also understands forum rules, |
| through social media, content and social marketing set | | | | reputation software, know how to distribute contents |
| up a bate by loading the right words in their contents | | | | without creating offense as this may be counter |
| to convince, educate, entertain the bride that they are | | | | productive. Great ability to create qualitative content |
| out to make her life better even before selling anything. | | | | for blogs, create profiles and claim such blogs in online |
| Customer wants to see how much of your intellectual | | | | directories is also essential. Social media, content |
| property will be made available without charges. The | | | | marketing, management is seen as collection of |
| customer wants to find out you are a giver. One of | | | | open-sourced, interactive and user- controlled online |
| their love languages is gift sharing. A giver without | | | | application used to expand the experiences, |
| string attached always takes the show. Social media, | | | | knowledge and market power of the users as |
| content marketing requires a lot of commitment. It | | | | participants in business and social processes, the social |
| takes time before social media and content marketing | | | | media landscape is basically about conversation |
| make huge impact. Any brand that can show high level | | | | before any marketing campaign. |
| of commitment in social media will always carry the | | | | Brands must therefore consider Rajesh Setty's |
| day. | | | | suggestion that it must demonstrate that your brand |
| Typical case studies of brands with efficient use of | | | | cares, is curious to find out what is the concern of the |
| social media include Tony Hseih. Tony followers in | | | | customers, contribute, make sure the content is worth |
| Twitter today is over one forty million. Hseih is the | | | | their attention, clarify issues, build conversation that will |
| managing Director of Tony through his 'tweet' has | | | | lead to strong relationship, bring in a lot of creativity, |
| course to meet with customers at a bar while many in | | | | demonstrate the brand's character and values |
| his position will rather hide under the guise of busy | | | | cherished, build community, tribe, brings change, instill |
| schedule. Tony uses Twitter to build interaction with | | | | courage and be highly commitment to a cause its |
| customers; he uses twitter to solve problems for | | | | believe in. |
| clients. The strength of Tony Hseih and Zappos | | | | Let me conclude this piece by highlighting how brand |
| communities has been used to strengthen relationships | | | | can start participate in social media and content |
| with Zappo's brand offline. Zappos client freely gives | | | | marketing. Content marketing is an art of |
| their ideas on what they want. This aids, leads to co- | | | | understanding what your customers' want, need to |
| creation of brands products, services. | | | | know and the science of delivering it to them in a |
| As busy as Richard Branson of Virgin group is, he also | | | | useful and compelling way. The content has to be |
| maintains a twitter account. He has used his twitter | | | | engaging in a useful and compelling way. To start, the |
| account to answer questions from angry customers | | | | brand has to build trust and credibility. This is huge |
| as well as virgin potentials. The virgin group also has an | | | | work. This becomes easy if your brand can take time |
| integrated website that allows news update, blog | | | | to listen to customers first. By that brand discovers |
| among others. Southwest Airlines has used social | | | | their problems and the content is therefore tailored to |
| media to build strong connection that impacts on the | | | | provide solution. |
| brand's offline interaction | | | | Avoid talking too much about your brand or your |
| A good example of the use of social media to spread | | | | expertise as much as I do know the fact that your |
| messages and connection was recently demonstrated | | | | brand need to establish the line that your brand is |
| by Michael Jackson's personal doctor. As we are all | | | | worth their attentions. This can make your brand's |
| aware, it was once insinuated that he killed Michael | | | | efforts become suspect. Your customers want |
| Jackson through drug overdose. About a week ago, | | | | educational content without initial marketing spin. The |
| he used Youtube video to spread his part of the case. | | | | content also has to be compelling, entertaining to earn |
| This video spread across the internet as well as | | | | the scarcest entity on the wed- time/patience. Great |
| mainstream media. Popularity of virtual community has | | | | content must guides, clarifies, enlightened and connect. |
| been soaring high with more people paying attention | | | | The language of the content has to be in tune with |
| from academics and marketing communications | | | | your industry. Contents that solve problems drive |
| practitioner discussing it in advance countries, yet | | | | traffic and increases sale rate. |
| Nigeria brands have assumed 'I do not care attitude'. | | | | Social media and content marketing make your clients |
| Nations and brands are not considered backward just | | | | see your brand as unique resource, trusted advisor |
| because of their location but based on attitudes, | | | | and a brand that makes them look good. This will |
| disposition to the use of technology that will aid | | | | make them to gladly exchange their money and |
| progress. Building emotional connection, loyalty with the | | | | loyalties for your commitment to the relationship. When |
| brand is becoming an easy thing through social media. | | | | you have so much to give, they will not wait to tell |
| Social media has become a great platform to identify | | | | others about your brand. There are some other |
| with, interact, communicate brand element. This often | | | | factors that come into play here but let us conclude |
| starts in online forum and lead to offline beneficial | | | | today's piece by saying that brand has several |
| relationship. Today, nearly three billion of the seven | | | | opportunities when it annexes the two way |
| billion potentials are now connected in social media | | | | communication of mainstream and evolution of new |
| platforms. Agreed the ratio is still slow here but the | | | | media. |