The established media, especially newspapers, are past masters at talking AT people. But our industry has historically proved itself pretty lousy when it comes to talking WITH people.
Successful brands have always known the difference between marketing and promotion; the value in getting close and personal with the people who pay their wages.
So it’s no surprise that they’ve taken the power to publish (free) and the growing trust between online communities (earned) and turned it to their advantage.
Take Starbucks and Ford, for example. Here’s Alex Wheeler, director of digital strategy for Starbucks, and Scott Monty, head of social media for Ford Motor Company, talking about the importance of social media to the future of their brands. Two separate videos. A lot in common.
Alex Wheeler talks about Starbucks’ approach to social media
Scott Monty appears on Fox Business news (Scott’s contribution is after around 2.45mins)
What’s this got to do with media management? Listen to Alex Wheeler in her interview with Michael A. Stelzner. If you didn’t know she was in the coffee business, you’d think she was in publishing. And she is.
In fact, we all are, as Scott Monty points out in his interview with Liz Claman & David Asman from Fox Business News: “Now people can be their own publishing houses they have a voice and they expect to be heard.”
Three simple messages I heard:
• The first and most important step in building a social media profile is to listen. Only then can you say something meaningful that will build trust.
• You can’t control what people are going to say about you. So be positive, prepared to accept criticism – and show you’ve listened.
• Don’t expect short cuts. Scott Monty: “It’s not a campaign, it’s a commitment.”
How are you using social media to build trust within your communities?
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