Magazine article CRM Magazine

Cracking the Social Media Code: Here's How to Make an Impact

Magazine article CRM Magazine

Cracking the Social Media Code: Here's How to Make an Impact

Article excerpt

It is nearly impossible these days to find a business that does not invite customers to follow it on Twitter and like it on Facebook. At the same time, many companies are creating a lot of chatter with very little to show for it. To help businesses get better results, social media experts Chris Brogan and Julien Smith combined their experiences and insights in their new book, The Impact Equation: Are You Making Things Happen or Just Making Noise? Associate Editor Judith Aquino caught up with Brogan to get a glimpse into what businesses can do to rise above the noise in social media.

CRM: What led the two of you to write The Impact Equation?

Chris Brogan: People thought social media was going to be this cure-all. It's [more like] a set of tools. Once people master the tools, they still have to apply them to conducting business. A lot more companies and individuals are invested in the space and using these tools now, but they're frustrated by their lack of results.

CRM: How can the tips in The Impact Equation be applied to a marketing campaign?

Brogan: This is a book about how to have better ideas, spread those ideas across a better platform, and nurture a community and hopefully encourage [the community's members] to act like a network. You can see how that has every component of marketing, but it's not directly a book about marketing.

Any campaign can benefit from the "Impact Attributes," which include the following:

* Contrast: How does my idea stand out?

* Reach: How do I get my idea seen far and wide? (Distribution is always a goal of marketing.)

* Exposure: This is the backbone of what advertising does ... the number of times we see an idea [or product] before we buy it.

* Articulation: Ifpeople understand me better, they spread the word.

* Trust: This is where most marketers fall down hard, and yet it's what consumers want most.

* Echo: Can I [the customer] see myself in your idea?

CRM: Could a brand have an echo quality without trust?

Brogan: Maybe. Echo means you see yourself in a brand, and if you don't care if it's trustworthy, then maybe you don't see yourself as a trustworthy person [laughs]. If it's just about price, companies that only care about offering the lowest price won't last long. You have to be the kind of marketer who wants to do relationship-based selling rather than transaction-based selling. …

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