Changing the way brands and consumers interact
In an industry filled with so-called experts it can be difficult to separate the wheat from the chaff. With so many people offering advice (much of it contradictory) how do you know who to turn to for the real deal.
Scott is the president of Un-Marketing (which is also the title of his book) and is considered the elite of Twitter.
- Almost 80,000 people follow him and Klout says about 36,000 of those folks actively pay attention to his tweets (they retweet him, talk to him, mention him, etc)
- Some of Scott’s messages have reached 1 million people
- He influences other Twitter influencers like Erica Ehm and Jacki Yovanoff and even brands like Wynn Las Vegas.
Visit Scott’s site and you’ll see accolades from global companies like Pepsi as well as both traditional and new media marketers. But numbers and brand love aside, what make him so amazing? Simple – his message. It’s a message more and more marketers are starting to hear and, more importantly, understand. Social media is not a megaphone for your marketing message.
Social media gives everyone (brands and customers) a voice. That voice can be powerful, positive and even devastating (as Kenneth Cole can attest to). But Scott understands the true magic lies in the empathy, not the power. It’s about being human.
Social media for brands
The humanization of brands means being there for customers when problems arise. When customer service shapes the core principals of a corporation, it shines through on social media. If customer service is seen as something that can be sacrificed, that’s evident as well. When consumers invest their valuable dollars on a product, brands have a responsibility to be there. Social media gives customers a voice that can be heard when the company can’t (or won’t) hear.
Some CEO’s tell me they’re afraid to be on social media because of the possibility of negative reviews. My answer is always… seriously? Bad stuff happens every day and you can’t always predict or prevent it. But handle your social media strategy correctly and you have the power to turn a negative review into something beautiful.
If you’re not on social media, you’re missing the easiest and quickest way to turn customers into fans.
On the flip side, brands can enjoy their fan love in the spotlight as well. Brands that consistently over-deliver reap the rewards of that hard work. Business that boast thousands of fans got there for a reason.
Social media for the rest of us
Scott’s message is clear here – we have as much of a responsibility here as brands do. If you have a problem with a brand, the right thing to do is pick up the phone or send an email – do you best to solve the problem yourself. Social media is not about unleashing hell’s fury on a brand because they didn’t deliver. “Next time you’re about to rage, make sure you give the business a chance to make it right first,” says Scott on his blog.
There’s a flipside here too. When you love a brand because it makes your life better, it’s time to start evangelizing. Social media gives us all a bigger soap box to stand on when we want to share good news with our friends. When companies get it right, we can give them a public pat on the back and isn’t that great?
Most people and (some brands) know social networking is about sharing, caring and making friends. It’s about spreading the messages we believe in – and sometimes helping correct others. It’s like the coke commercial from 1970, only this time we’re joining virtually instead of on a hilltop in really bad clothes.
There are two other things I love about Scott that have nothing to do with brands but everything to do with being a great human being.
First, Scott has a wicked sense of humor. And we all know learning is easier when you’re having fun. He makes social media a lot of fun.
Second, Scott holds himself to the same standards as he does brands. He doesn’t take anything for granted and when he stumbles (like we all do) he shares it to help the rest of us learn.
In the interest of transparency, I’m a fan of Scott’s. This is not a paid endorsement – I’m just taking Scott’s message and making it my own, which is what social media is all about.