Let's Be A Bit More Romantic!

Nowadays the buzz phrase in marketing communications seems to be "social networks".
Marketers overnight (or so it seems) appear to have become panic stricken by this phrase and have rushed into joining various sites and opening their own company or brand page. Nothing wrong with this as such, but the majority just leave it at that and tick the box considering their job to be done!

Social Networks are just what they claim to be....a social environment where discussions take place. A place where people connect and talk to each other. Relationships are built, conversations are ongoing and formal structure plays little role. It's just like a conversation in a bar. People talk to each other, go off on tangents and return to original conversations.

Unfortunately most marketers overlook this fact, and view social networking websites as yet another touch point of consumers where they can bombard them with their latest message. They still think in terms of one-way conversations - their message to their target- and not in terms of building lasting relationships with them. The trouble is that in reality, most people are sick and tired of being exposed to messages that they don't seek out voluntarily.

A successful social networking strategy is no different from when you were courting your first boyfriend or girlfriend. It's all about "romance". You make a connection, it becomes personal, you exchange views, you share views by constant contact, by influencing them, by seducing them and captivating them so they feel good and committed to you.

Please bear this in mind when you are developing a social networking strategy!! Become a romantic and learn to listen and include your target. There's nothing worse than someone trying to pick you up and then only want to talk about themselves!