A social media lifestyle part 3.

April 2, 2009

How to hear the song in the noise.

So, social media is officially buzzy. All kinds of people will throw all kinds of acronyms, synonyms, analogies and stuff they heard someone say that sounded right at you. In all this noise how do hear your consumers singing?

Identify and follow

An established organization should have a pretty good idea who their customer is. If so, you’ve got a great start point in integrating social media into your marketing outreach. If not then you have a deeper issue and I recommend you go find out. Now.

Identify

Define a set of key search words which can be used as a benchmark for research on your industry. Do the same for your organization and how you wish to classify the results. Plug these search terms into Google, Perspctv, Technorati and see what comes up. To re-hash Lord Leverhulme, do it often and never neglect to do it.

Every day would be a minimum until you get an idea of the pulse of how your industry interacts with social media. A quick glance over the sites that pop up will be enough to decide whether they’re a legitimate result or not. As these sites, blogs and outlets are identified use Delicious to archive them. Rinse and repeat.

After a short period of time and reinforced by your stack of Delicious tags you will begin to notice patterns. The same blogger names will keep popping up, or the same sites, or the same quotes from the same source.

Follow

As a clearer picture is beginning to emerge of how your target interacts in this world, follow them. Make time to follow the bloggers you have identified, read their work, understand their perspective. Remember social media is all about them and not about you. The definition of your brand is where your message meets your customers perception.

How your message is being perceived is probably the most useful side effect of engaging in social media. It provides perspective on how your message is doing, for better or worse. As you get to know those who are commentating on what it is that your company does entry points for interaction will appear (more on that later).

Identify and follow. To quote Radiohead “Karma police, arrest this man. He buzzes like a fridge. He’s like a detuned radio”. Trying to find your consumers singing in the noise of social media is like listening to a detunes radio, hopefully you now know where the tuner dial is.

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