No question, social media is changing the way marketers, companies and brands reach consumers, because the conversation about products and services continues to shift from being exclusively one-way (company sends commercial/message to customer via traditional media) to three-way conversation:
1) Consumers talking to consumers
2) Consumers hearing from company joining the consumer-to-consumer conversation
3) Consumer communicating back to company
The challenge, I believe, for social media leaders, will be to avoid the trap that TV, radio and others discovered. There was a day when groups of people gathered round the radio in awe over the medium. Then came TV, and the resurgence of newspapers too. But as media executives got caught up in the buzz and got drunk in the accolades, they didn’t anticipate the hangover: That’s when the conversation changed AND shifted.
The change moved from “Tell us who’s the best actor, singer, etc.” to “Give us a show WE can tell YOU who we think’s the biggest idol.” It changed from “Tell me what to buy” to “Listen and watch ME the consumer, I’ll tell you what we want.”
Then the shift came: “Hi, it’s us, your audience. we’ve been talking to EACH OTHER at some other places created by other people who wanted to facilitate our conversation, connect us to EACH OTHER and allow us to be heard, and so we are helping each other make decisions. Wanna join the conversation?” Right now, social media is emerging and exploding. Much like traditional media, the awe of gathering ’round it will give way and it will eventually carve our its place in the conversation somewhere between “catalyst for discussion”, “creating desire”, and “loyal consumer following”. However, as the buzz continues and the medium becomes over-saturated (just like radio & TV did, with thousands of options), it will become increasingly difficult for organizations who embrace it to grow BECAUSE of the power of the medium to SHIFT as the market moves toward relevant content vs. sales pitches. It’ll also see other media continue to have its place in the life cycle of a purchasing continuum.
So the lesson: Lock in and commit as an organization (Company, Church, whomever) to one thing: Be passionate, unwavering and focused on developing a culture and a team that embrace learning quickly, adapting to shifts in consumer trends, and challenging premises that previously worked but may now be carrying you to the chasm of irrelevancy. And don’t try to fit your life around your Social media time. Use the social media time to facilitate your life’s vision & purpose. If the boat sinks but your flag is the last thing people see, you still sunk, and your Twitter followers and Facebook Friends will miss you…very briefly.
