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 .
Intelligent Social Media Marketing www . kacharagadla . in