This morning at the Ottawa Social Media Breakfast, here author, approved blogger, and apparently karaoke devotee, Tara “missrogue” Hunt delivered a terrific session around the concepts in her book The Whuffie Factor: Using the Power of Social Networks to Build Your Business. Here are a few thoughts.
Some great points:
- Customer needs (not buying patterns) should drive all marketing.
- Marketers need to map their activities to buying behaviour.
- Social media customer relations won’t fix core problems.
- Influencers aren’t as important as Enthusiasts. Nice!
- Think about your customers’ enthusiasm for you – and your status with them – as currency (“Whuffie”).
You can find out more about all this at Tara’s blog.
Back to the “Social” in Social Media
But while Tara’s ideas had my synapses firing and my head nodding furiously, one thing she said took me back. In one of her opening slides she put these words on the screen “Social Media is about… being social.”
But it’s not, and that’s why I’ve been going on about the reasons Social Media needs a new name.
It isn’t just “Social”; it’s much much bigger
I totally get what Tara was saying of course, which was that today, people associate these tools with social (as in largely free-time) connections and less with work-related activities, and not at all with connecting to companies. She uses the chart (right) to bolster her argunment.
I also agree with her point that the impulse to use social media is based on basic human neural wiring that propels us to reach out to like-minded humans to form tribes / communities / clusters of information / what have you.
So two questions I’m thinking about:
Saying “Social Media is about… being social” is an apt description of the way things are today, but is it the way things have to be?
Maybe this is where we as business communicators and particularly branders have to look at a chart like this and say “we have a lot of work to do” before people take these tools seriously.