Buzz Pill?

Is there a magic social media pill? We all seem to be looking for it.

As a professional riding the social media tidal wave, I’m engaged—in witty Facebook banter, of course, but I’m also digging deeper—doing some serious soul-searching about the role of social media in marketing, how best to execute it, how to manage it, and how to leverage its power to make clients and associates successful and happy. I guess taking a hard look at my path is sort of a mirror to my life—as some of my most enlightened friends would say.

Yet, it’s surprisingly tough—on all levels. With the ubiquity of mobile phones, iPads, Nooks, etc., social media is embedded in every fiber of our awareness. Personally, I feel unhinged without my Apple. (Remember Eden?) With something so pervasive, so woven into the fabric of our daily behavior, one would think clarity and monetization would be a cinch. But not so fast. It can be difficult to put the buzz back in the bottle! It is not enough to simply offer up content and post updates.

Brand advocates and marketers who want to take advantage of social media are encountering a tangled web. They are finding they need to design a fully integrated program of active and ongoing engagement, connecting customers with the actual human beings in their organizations who can meet their needs. It’s part Marketing 101 and part online alchemy, I suspect. Gosh, maybe it’s really not about the technology at all. It’s the humanity. Could it be that the stuff that happens offline is what really makes social media sing?

For instance, Dell currently engages with customers through what they call the “four pillars” of the company’s social media ecosystem:

  • 100,000 employees
  • Dell.com–ratings, reviews and customer feedback relating to Dell products and services
  • Dell communities, such as IdeaStorm, a platform launched in 2007 that is designed to give voice to customers and enable the sharing of ideas
  • External platform communities, including Facebook, LinkedIn and Twitter

That first pillar represents one of the biggest changes in Dell’s use of social networking, lately—and possibly the most powerful. Although social media initiatives began with public relations teams at Dell, employees now play the role of brand ambassador across the company, notes Buck. This requires a purposeful, dedicated engagement plan, as well as policy development and training to ensure that the employees who will be representing Dell clearly understand company guidelines regarding the appropriate use of social media.“Our employees play a vital role in our social media outreach, and, to date, we have trained more than 8,000 Dell employees to engage with customers through social media,” says Michael Buck, executive director of global online marketing. “Dell’s Social Media and Communities University is a key enabler for the company to leverage the power of 100,000-plus employees as brand ambassadors, confident that they have been empowered to use it the right way.”

Perhaps the most effective social media strategy is to train your company’s employees to use social media—whether 3 or 300,000, fully integrating the support process and empowering interaction with customers/prospects on behalf of the company. This has not only spread the marketing buzz, so to speak, it has also building the brand across the farthest reaches of the vast social media psycho-sphere. To infinity and beyond!

Where are you going?

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