What is Social Media? Is it a fad, and what does a Community Manager do?
I have been asked these questions for a few years and there are many self claiming experts offering their opinions out there.
Social Media is a change. A change in power. A change in communication style. A change in sales and marketing. Some say that social media is a fad, that it is not scalable. What do you think of this? Social Media is about an exchange of information, engaging and interacting with your customers, and they becoming your sales force.
Not only is the message different with social media, but the delivery vehicle as well. We all love the newspaper on Sunday, but it (and the evening news), is no longer the source. PR is a great communication tool, but it is not Social Media because it is one way communication - welcome the blog. There are some out there that believe email and RSS are old hat. Why search for my information when it will find me? Do you have doubts?
So how does your new empire get built and scaled? Who ensures communication lines are open? The Community Manager. The Community Manager works in conjunction with your Marketing and Sales teams; maintains the company message while keeping the company real.
Remember that Social Media is a tool (and new way of thinking), not a magic bullet.
Cheers,
Toby
Each generation talks about how someday the kids will be in charge and taking care of us. With social media, they already are, and they set the agenda. However, I'm also amazed at how many kids are migrating from myspace to facebook. There's an interesting symbiosis taking place between generations. Still, I'm going to miss my sunday morning newspaper.
ReplyDeleteToby, I think you're asking the right questions. Do I believe it's a fad? No. I think only the most cynical or disingenuous among us would believe social media is a fad. But that does not mean I think its the source of bright sunny tomorrow, either. Social media, like the internet, television, newspaper, and other communication mediums is a tool. We choose what it can do and the degree to which its done effectively.
ReplyDeleteAnd likely something will come along shortly that will make all of this seem quaint by comparison. Remember how enamored we were with the bright shiny objects that appeared on the very first webpage we saw? I remember when we first got cable in my home as a kid and I thought we won the lottery, all for what amounted to 15 extra channels.
Here's what I think. We still don't really know what we're capable of doing online and we get the wonderful opportunity to make it up every day. New ways of reaching, connecting, engaging other humans are created every day. As community managers, you have the chance to invent and create new pathways to relationships among your members. You also have the chance to help your organization grow in new ways by connecting different departments to the same fundamental goal which is to build a healthier future for the business. There's the power that's easily in your grasp. Kinda cool, huh?