Social Media: Rule #1

This blog post was originally published by me on the Hot Tomali website, on January 20, 2010.

Almost every integrated marketing strategy we’re developing right now at Hot Tomali involves Social Media components. However it’s a steep, new, learning curve for many clients as they absorb the changing marketing landscape. It’s difficult jumping into the deep end of a Facebook Fan Page strategy, when someone hasn’t used Facebook.

Our recommendation at the early stages of social media planning is to go out on the Web and see where customers are talking about your brand. Rule #1: Look, Listen and Touch. Work your way across the social media platforms, search on your brand and category terms, and see what people are saying. As an example I recently encountered a company that is participating at a simple level of social media, but already demonstrating great brand expression in a very connected way.

Two months ago I posted a YouTube  video of the trial of a bilge pump I’d installed in my sailboat: an obscure piece of content to say the least! I did take the time to keyword the video with relevant terms including the brand of the pump. A week ago the following comment was posted on my video:

(Simon) I am the designer of the Supersub Smart from Whale Pumps in Northern Ireland. The video is fantastic we are all very pleased. Can I recommend you add a Non-return valve to stop the water flowing back into the bilge. Whale part number is LV1219.

I was shocked! It looks like a company employee had been searching their product terms and came across my video. They then decided to provide some valuable advice. The power of the platform is now the radius effect that’s occurring: I posted this story and link on my Facebook Wall, so my boating friends are telling their boating friends about this great product and support from the company. In the last 10 days this video has garnered 58 views and seems to be gathering 4 new views a day. (And, I’ve purchased the recommended valve.)

As marketers, it’s not until you get out there and look, listen, and touch, social media that you start to understand the reach and potential of your brand. The conversation is happening: go find it!