Well I seem to be in the mood to pit competing thought processes against one another. The last post on Technology vs Story was on startups who build technology thats superior, instead of focusing on positioning their brand such that it becomes easy for a consumer to tell a story about them.
This one is on social media and how to build a brand which uses them. The internet has always been about interactivity and relevance. An ad doesn't get your attention because they slapped it bang in the middle of an interesting article or while you were watching a really funny video.
Correction, attention is certainly got, in fact the company has probably just incurred your wrath!!
Facebook, Myspace and the likes know that companies love the easy way out. So they sell highly targeted ad space to companies. Undoubtedly companies see value since they have never been able to target their communication as precisely as this with traditional media .
But, we are just extrapolating traditional advertising meant for non interactive medium in a medium which is all about interactivity and engagement.
This calls for new thinking and different content that engages you, provides value, makes you laugh or is just cool, and in turn begs to be forwarded using social media. The medium could be social networks or social bookmarks.
Content could be anything from articles, one liners, jokes, digs at competition, pictures, audio, video, applications or games.
Do you as a company want to buy eyeballs or earn them. One costs you money, the other makes you think creatively on how you would like to engage the consumer.
Surely brand engagement is what everyone dreams about. If you have done something on Social Media to benefit your company, startup or brand, do let us know