Much is being written lately about fans vs. revenue in social media.
It is a classic sales vs. marketing storyline/showdown. Companies exist to sell products but they won’t succeed in today’s markets unless they cultivate and work to attract customers and communicate with them fairly and transparently. Take this a step further and witness brands that try to de-categorize traditional consumer groups and instead focus on ‘just people’ and/or their online habits.
Obviously, emerging media is an awesome ally in terms of allowing better real time analytics and data sets to base decisions upon. What was formerly marketing black magic (perhaps educated/intuitive guessing may be a better term?) is now up-to-date, re-targeted, informed decision making.
Accepting and adapting to these new dynamics is exciting and provides growth, learning and opportunity but equally important remains the human side of the equation. In a world that is accelerating in terms of media and information consumption, having a personal connection cuts through the clutter and naturally raises your awareness.
Next time you get 30+ new emails be aware of how you prioritize opening them. Be cognizant of how you scan and click through your tweets. Chances are (unless you have a super tight deadline or fire burning out of control), you open and read content from friends and trusted colleagues first.
Two easy examples are a new app whatshakin that a new friend Chris Hashley just launched. It allows you to follow locations on twitter instead of people. So, if you want real time tweets on what is happening at a conference, concert, sporting event, ski town or college campus just drop the pin and follow along. I met @hashley in Jackson recently and with more of Backbone’s business trending into tourism the app is super timely and relevant in terms of macro trends.
Another cool item came across my feed from longtime friend Jason Kinzler from PitchEngine. He posted on his blog about using Pinterest in press releases to give them visual elements. This theme of overlaying new social platforms is a trend we’d also discussed recently with another great colleague Roger Katz @ Friend2Friend.
As, for all the skiing images? Oh, well that was a March trip to Revelstoke with a mix of technical apparel designers, journalists, and brand people from Black Diamond and Polartec. Nothing like all getting together and sharing a few laughs, beers and some powder turns as friends.