I attended a social media round table with 40 or so non-profit executives a couple of weeks ago. Here are the 4 factors that affect success that I discussed.
INFLUENCE
Specifically – how do you influence the discussion
RESPONSE
Speed of response is key
RELATIONSHIPS
This is what it’s about
PARTICIPATION
Key – if you’re not a part of it – your competitor is.
Cewebrities are emerging on an ongoing basis. The basis of their appeal is based on these 4
factors. Brands that are successful in the social media sphere pay attention to these factors. These factors are at the nucleus of the approach. Poser-brands wither and fall to the way side. At the end of the day, it’s easy to launch programs but it’s more effort to launch successful programs. A search on facebook or twitter or technorati will show you empty, abandoned efforts that are focused on technology and not people. I stand by my mantra. We’re in the people business.
- Duncan Alney
What about ‘patience’ or ‘teamwork’ or ‘make it part of your DNA’;-)? My experience working with clients is that to make it work, it needs to be embrassed by the whole ‘marketers’ team and has to be an ongoing routine, almost like checking email. And at the beginning, you get litle out of it beyond the listening which helps you understand what/how your relevant communities are talking. So you need to keep doing it, be patient, and may be, if you’ve done it well, you will build relationship with some key actors.
Comment by Laurent on August 15, 2008 at 1:16 pm