Apple stands for design. Harley Davidson stands for friendship and camaraderie. Red Bull stands for an extreme lifestyle. These brands successfully engage consumers because the brand’ s mission supersedes whatever they happen to be selling at any given time. So the first thing you need to do to create a successful social strategy is figure out what you stand for.
Identifying Analogues
There is probably no greater peril in marketing than the misplaced compulsion to be original. Originality, after all, is not a virtue in and of itself, but only has value if it’ s meaningful. Try to be different for difference’ s sake and you’ ll accomplish nothing more than being weird. That might thrill the guys in the office, but it will fail in the marketplace. So the best way to start formulating a social strategy is to identify others who share your mission. What are they doing? What succeeds and what doesn’ t? What can we add? What can we subtract? There’ s no reason to try to reinvent the wheel.
When I was a professional publisher, we would insist on 3-5 analogues for any development or editorial brief and we found that practice absolutely essential. It not only helped us adopt best practices and avoid poor ones, it also helped everyone visualize exactly what we were trying to accomplish.
Focusing on Structure
Law and Order was one of the most successful TV shows in history. Running for 20 seasons, it not only ruled the ratings, but was a critical success as well.
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