Three Essential Building Blocks of Your Social Media Presence

Filed in Social Media by on April 30, 2013 1 Comment
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In a changing world, how will you adjust? Photo Credit: Karen V Bryan.

What’s changed? Everything and nothing:

  • There are 7 billion people on the planet now, and 34 percent of the world’s population, about 2.4 billion people, had Internet access as of late 2012. That’s a big ongoing change.
  • People still make decisions and live their lives through stories. That will never change.

“The more things change, the more they stay the same.”

- French proverb

So the planet is hyper-connected by wired and wireless networks, and more people are free to exchange many more stories. How does that change anything important? If you’re running your own business, or trying to affect real change on any scale, you have greater access to people and markets than at any time in history. We’ve entered a new epoch and we’re just getting used to it. In practical terms, it means that you and your enterprise have access to a lot more people, because you have a number of communications channels that did not exist 30 years earlier, including:
  • email
  • YouTube streaming video
  • blog posts
  • social media
  • instant messaging
If you can use these channels to connect with more people in the right way, you can get a lot more done. You can leverage your efforts and reach critical mass faster. You can generate momentum and really build something. If you have a persuasive message, you have the power to literally change the world – at least your corner of it.  Untitled-1Now here's the challenging part: There's a lot more noise. Every one of these new channels is cluttered with more content than people have time for. So unless your message is super-compelling and precisely targeted to you audience, it will get lost in the static. The solution? You must be sure of who you are and craft a story that connects with your audience. And you must get good at using social media as a platform from which to connect with your prospects and existing clients. Massive Change. Corresponding Sameness. The digital revolution has created a monumental shift in who gets to publish what, and how we communicate. But there’s been no change in the fundamental human need to know where one stands. People want certainty. For you and your business that means that to survive and thrive, you must:
  • Present a well-defined product or service.
  • Provide more value than your competitors.
  • Listen to your prospects and clients.
  • Adapt to changing conditions.
Social media provides a platform from which you can accelerate your progress in each of these business fundamentals, because it enables you to connect with more of the right people faster. And while the ongoing digital revolution has opened up new markets for you, the same is true for everyone else.

The result is warp-speed hyper-competitiveness that isn’t going away.

Tom Stacey

Tom Stacey

Get used to it, because this is the new normal. Disruptive new technologies take entire industries down before they know what happened. A kid with a video camera can garner millions of fans in a week. You can outsource your marketing, production and fulfillment, and break all of your revenue records while you sleep. You can also be blind-sided by something you never saw coming. How do you position yourself to win in the new normal? Of course you put out the very best product or service you can. But the best product or service does not always win. Does McDonald's have the best hamburgers in the world? No. Unequivocally not. But McDonalds made people say ‘wow,’ by being first on the scene, and introducing innovations like super-sized portions. As Peter Drucker famously noted, “Business has only two basic functions: marketing and innovation.” As a business owner and captain of your economic destiny, you must master the latest marketing tools and techniques if you’re going to be able to compete and win. That’s not easy, because marketing continues to change every day. But there are sound fundamentals you can put in place that will enable you to present your marketing messages in compelling terms, to differentiate yourself in traditional advertising and marketing media like newspapers and direct mail; and in social media like Facebook, Google+ and Twitter.

Step one is to be clear about your identity.

DisruptionWhere is your business right now, and where do you want it to be ultimately?  Map those two points and you can begin to build a plan on how to get from here to there. There are plenty of places to find best practices information on management and motivation. Here we’re talking about your story, the foundation of your marketing presence across all the channels we discussed above, so you need absolute clarity on the foundational building blocks of your message:
  1. Who are your customers? What kind of car do they drive; what aggravates them; who do they love; who do they hate; when do they vacation and where; what keeps them up at night?
  2. What is your value proposition? State it in the most precise, concise terms possible. What problem do you solve for your customers or clients, and how do you provide more value than anyone else.
  3. What is your vision for the business? How are you going to change your corner of the world? If you wrote the obituary for your company 20 years from now, how would it read? From that vantage point, what was the height of what you were able to achieve?
This is the DNA of your business. When you know these three things with complete certainty, you are able to project your authentic identity into your marketing messages and beyond – your product development, customer service, hiring practices and the core culture of your business. When all of these are properly defined, articulated and communicated, it creates a resonance among you and your customers. It enables you to begin building customer relationships that your competitors can’t touch. So, how would you answer the three questions above? Let us know in the comments!
Next week, Tom walks through creating quality messages for your business.
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Free Wifi

In a changing world, how will you adjust? Photo Credit: Karen V Bryan.

What’s changed? Everything and nothing:

  • There are 7 billion people on the planet now, and 34 percent of the world’s population, about 2.4 billion people, had Internet access as of late 2012. That’s a big ongoing change.
  • People still make decisions and live their lives through stories. That will never change.

“The more things change, the more they stay the same.”

- French proverb

So the planet is hyper-connected by wired and wireless networks, and more people are free to exchange many more stories. How does that change anything important? If you’re running your own business, or trying to affect real change on any scale, you have greater access to people and markets than at any time in history. We’ve entered a new epoch and we’re just getting used to it. In practical terms, it means that you and your enterprise have access to a lot more people, because you have a number of communications channels that did not exist 30 years earlier, including...
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About the Author ()

I'm the Community Director of Ideahaus, and I'm an expert copywriter. What to say and how to say it -- that's what I help people figure out.

Comments (1)

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  1. Evan Moore says:

    Interesting stuff. I think you could expand these ideas beyond the business world as well. I routinely find myself trying to create a digital footprint that stands out from others while actually saying something important. Meanwhile, I’m constantly wrestling with the same questions you posed in the article to craft those messages. Identifying that certainty is always a challenge.

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