Social media – Deus ex machina to the digitally disrupted?

I was watching this great what to do with Twitter video this morning and it got me thinking could social media provide the Deus ex machina that many companies are looking for?

Andrew Grill covered a report by Deloitte on the notion of Digital Disruption. The report covers industries that are predicted to be hardest hit by the combination of mobile platforms, social media and online sales.

The report highlights industries that will have to truly switch up their business models, revenue models and products or services to survive. One of the first to be hit being retail as we see more and more shops being forced to compete on price as “showrooming” becomes a thing.

A case in point is this Australian store charging people to enter as they just go home and buy the same thing online elsewhere (thanks Mahei for the insights @iconic88).

Instead of fighting back with her own website, content channel, live tweets and promotions this store owner sadly still thinks in footfall. Much like the numbers game in eyeballs to ads model last week.

This week I think we need to look at the strengths of the mediums we use and work out how that best fits with your company.

I had some ideas a while back on marketing unfinished products to give insights into your brand. As the Twitter video highlights, if you know your platform well you can use it to great effect.

It is a new medium that requires a new mind set. Traditional values of open, transparent, good service will prevail but we need to hone our new media skills.

We need to ditch the hard sell, ad driven product centric work – for content that brings clients closer to the brand and heightens their affinity.

So beyond the brand strategy, and content calendars we need to also learn the skills of the medium:

  • Respond quickly to customer enquiries at a one to one level, that can be seen by many
  • Learn to Newsjack and make a trending issue relevant to your fans
  • Share your fans stories to create affinity
  • Have a voice and people behind it that connect and converse with your fans and their contacts as humans, not a brand
  • Make it about them, not about your product or service.

What would you add?

3 thoughts on “Social media – Deus ex machina to the digitally disrupted?

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