Social Media: Managing Bears

Listening. Watching. Hungry?

The world of communication is 24 hours a day, seven days a week. Instead of being more comfortable with the plethora of media and marketing opportunities, clients are telling me they are more confused than ever. One guy told me last week he thinks of marketing today as a big bear.

One of my favorite lines from the Wizard of Oz sums it up nicely, “Toto, I have a feeling we're not in Kansas anymore."

The old familiars - advertising, promotions, public relations, and other marketing tools are still on the map, but the growth and integration of online marketing, both part and partial, has changed the more familiar marketing trek. It has become more complex, yet a more adventurous expedition which can land us in a more exotic and grander locale.

In some ways, the guy was correct. With the addition of social media to the marketing mix, it can seem to be a bit more of a wild and unwieldy animal. In terms of being social, many businesses to think only of the soft side of marketing, you know, going to tradeshows, placing a pretty ad, cozying up to audiences as if they are a favorite old Teddy Bear. With the integration of sales and marketing tactics, the practice has become more complex. And if the approach is wrong, it can mean coming face-to-face with Ursus arctos horribilis, aka a Grizzly Bear.

The type of bear you cross, depends on the hour, day, or even what else is happening in the world at the moment. One thing is certain, both no matter the marketing tactics, they require patience, planning, monitoring and the ability to track in one direction or another. A successful campaign, especially addressing the large landscape of social is identified with "The Art of the Hunt."

• What is the potential? 
• Where is the largest group?
• How do we ensure capture?

Like the animal-human response mechanism, social media requires attention and interaction or it will die. You must play with it, nurture it, verbally respond and exercise monitoring techniques to measure weight, function, energy and even proliferation. Social media can be unpredictable, but there are proactive techniques, tips and training so you know what to do should the beast go buck wild.

• Do you need basic training?
• Could you use directions?
• Can you make it grow?

From a half day intro session to developing and implementing a campaign, contact me at 407-341-9866 for training and guidance. Wherever you are in regard to the social media zoo – planning a visit soon; strolling along amused and confused; or being gobbled up as prey – together we can tame the darn beast, I mean Teddy Bear.