Are you hoping to take your brand to new exhilarating heights? Then you absolutely must read the article in Forbes Woman entitled: “Is Social Media the New Vogue?”
As a marketer, I’ve heard many anecdotal tales about brand growth and success as it relates to social media, but this one really hits the nail on the head. Let’s take a moment to consider your options as a business person dedicated to growing your brand.
- Option 1: You can choose to engage ONLINE in the halls of social media and come alive to your audience as a loveable, three- dimensional rock star,
- Option 2: You can opt to play OFFLINE, hoping that your target demographic will embrace the one dimensional caricature of you depicted in some glitzy magazine article.
The magnitude of choices related to ‘branding’ today are truly breathtaking. Here is an analogy to help you get my point.
Let’s say you were hoping to wow a new romantic interest that your friends are introducing you to. You have the choice to:
- Mail the individual a photo, write up and bio of you —or—
- Start an email chat with the individual in real time… and attach pictures and videos, capturing even more of the details and essence of your life. Which option do you think stands a better chance of getting your blind date to think about you, and want to spend time with you?
The answer is easy, and I have made my point! Think of today’s consumer audience as your blind date! They very much want to communicate directly with someone from the brand whose product or service they are considering purchasing. In 2012, shoppers really want to hear the voice of the brand- get inside the brand’s head and determine if they feel a chemistry, a kinship… any type of connection with the brand.
If it is your business, you are the brand! So, in a sense, potential buyers really want to meet you, get a sense of who you are… and interact with you, before making a decision whether to buy from you. Still not sold? Then watch the TV shopping channels. Many of the callers phone in – not to gush about the merchandise they bought, but rather to go on and on about the brand spokesperson! These ebullient customers all giddily describe a very “strong connection” they feel with the spokesperson after having watched them on the shopping show over a course of months or years!
It’s corny, but true: great “di-alogue” (and a good product or service offering) make for great “die-hard” fans.
It’s that simple.
That is precisely why I think that this is such an important article– on many levels. First, it captures a woman that many of us admire: Ms. Carol Brodie. Carol is a very talented jewelry designer to the celebs and she also happens to run a robust jewelry business on the Home Shopping Network. Carol’s brand is unique, as she designs using real REAL GEMSTONES! Check out her line, ‘Rarities’ on HSN. Secondly, Carol is an entrepreneur who ‘gets’ that there are meaningful ways to use social media. Her innate knowledge of when and how to use each platform is nothing short of brilliant. (But, alas! I don’t want to give too much away- you simply need to read the article!)
For many in the business world, understanding when and how to use Facebook, versus Twitter, versus Linked In and You Tube–can feel like a virtual maze. There are even those who believe that ALL of these social media platforms are merely duplications of each other, hence opting to use NONE! In fact, a number of business cynics see the various social media spaces as one large fabricated ‘Rubik’s Cube.’ Sadly, there are even those folks who have decided to ignore the ‘puzzle’ altogether and avoid the world’s largest virtual playground, entirely!
If you are one of those bona-fide “social media skeptics”, I implore you to read this article.
Ms. Brodie is building a successful jewelry dynasty using Facebook, Twitter, Linked In and You Tube to catapult her brand to the Home Shopping Network’s Hall of Fame. You, too, can reach brand nirvana, using Social Media.
Whether you are in beauty, apparel, medical esthetics, luxury goods or another industry entirely, there are two things that, like the famous Ms. O, I pretty much know for sure:
1. IF you actually learn to use Social Media for business, and—
2. IF you engage in Social Media using a smart, strategic, discerning approach… (Let Ms. Brodie be your model)
THEN, I KNOW that you’ll be blown away by the number of ‘kindred, devoted spirits’ who will surface quickly to make themselves known to you. Many of these individuals will actively and immediately pursue your products or services, while others will take a bit longer.
There will be consumers who, after engaging with you honestly and sincerely online, will profess their loyalty… telling you how much they adore your brand. And, there will be consumers who will not only purchase your product or service, they will also do everything they can to help you build a robust, dedicated fan base within that social media sandbox.
Here’s the kicker…
It will be these loyal social media evangelists who end up helping you to elevate your brand to amazing heights that you never imagined you’d reach.
Read the article and interview with Carol @