In this video, Brian Solis joins NBC’s Scott McGrew, Jon Swartz of USA Today and Dr. Moira Gunn of NPR on press:here and use the question, "Why would I Like, Follow on Twitter or +1 my yogurt?" to launch a spot-on discussion of brand engagement in social media. In just 11 minutes, they cover the issues that plague every organization that feels the need to participate in social media channels but isn't quite sure why or what to do. I think every brand should watch this, and I found the information so valuable that I summarized (and editorialized) it here:
Why Like, follow or +1 anything?
Solis begins by pointing out the phenomenon that tortures every social media consultant: most businesses have not asked their customers why or what they expect from their interaction on Facebook, Twitter or Google+ but rather use the social networks as broadcast mechanisms. What social media channels offer is a chance for brands to become a media property and "sell without selling" by creating an experience rather than simply giving a coupon or one-time discount.
Sure, there are some brands some people are passionate about--Saturn, Apple, Coca-Cola. But how many brands can we really have relationships with? Who is really passionate about their yogurt? Considering Dunbar's number, what kinds of relationships do we have with stuff that doesn't fall within that number? Solis gives an interesting tease of an insight by saying that perhaps we are redefining what a "relationship" is.
How will brands use Google+
A great example of brand use of Google+ was Michael Dell asking his followers if Dell should provide customer service on that network. Simply asking the question and being engaged in the response gave Dell value in the network and helped to build relationships. In the end, Solis posits, the value for Google+ is the search box - what and where and with what sentiment are people discoverably talking about your brand?