Top 10 Tools of the Social Media Swiss Army Knife
You may not like today’s post.
I’m not laying into ghost tweeters. I’m not telling Domino’s where it’s at. I’m not even going to say a single word about big media. Really.
Today I’m turning over a new leaf. I’m going to whip up an informative post. (gasp!) Something you can actually use. Today I’m going to talk about social media. And what the heck you’re supposed to do with it.
So let’s get to the thing. A lot of people out there are trying to figure out what to make of social media. How to use it. How to master it. How to turn it into something that doesn’t scare small children. Companies are trepidatiously calling their agencies. Talking to their buddies on the golf course. Acting all cloak and dagger in the break room as if they’re talking about tampons or hemorrhoids. Asking the same question. All in hushed tones.
“What exactly is this whole social media thing anyway?”
“What is Twitter?”
“How do you get your kids to friend you on Facebook?”
Well you could ask a social media expert. Or you could just pull out that Swiss Army knife you’ve got stuffed in your shirt/pocket/purse/glove box.
Because social media is essentially a Swiss Army knife. And a Roman legion of social media experts can’t tell you more about social media than a simple Swiss Army knife can.
Social media is a tool.
A tool to get something done. Just like you’d pull out the multi-appendaged knife’s shiny corkscrew to pop open a bottle of wine three minutes after the boss leaves on a Friday. Or flip out the nail file to dig leaky printer ink from your fingernails before meeting with the CEO. Or open up that handy 2″ mini-blade to fend off a savage bear attack.
This is social media. Nothing fancy about it. You can sprinkle fairy dust all over Facebook and MySpace. You can pretend Second Life is going to go mainstream. You can daydream about the 19,530 Twitter followers Gary McCaffrey promises to get you in 30 days. Right. And all the wealth and riches that supposedly goes along with that.
But at the end of the day, social media isn’t magic. It’s just a tool, a multi-functional, albeit bright red and shiny tool. Waiting for a purpose. And without clear objectives and ultra-sharp strategy, using social media is like trying to cut a rope with those cute little Swiss Army tweezers. Not the right tool. Might make a dent but ultimately it’s not going to work. And certainly isn’t going to be efficient.
Yeah, I could have walked away right now and left this a neat, tidy little sub-1500 word post that might not eat up a whole lunch break. But why have a Swiss Army knife if you can’t take it out and play with it. It has so many nifty little pieces.
So here’s my collection of social media Swiss Army tools. Each for a specific use, each with its own capability. Just like the Swiss Army knife, social media packs a whallop. But it’s only effective when each tool is understood and used for its proper purpose and executed within the confines of a comprehensive marketing strategy.
1. Social Media as an Account Planning Research Tool
When used as an account planning tool, social media helps a company connect to the pulse of the consumer market and gain insight into how to speak with consumers and how to influence them more relevantly. Social media account planning complements traditional primary research methods and gets closer to raw opinions and of-the-moment brand conversation.
2. Social Media as an SEO Research Tool
Social media can also complement SEO research. Granted, there are a lot of great SEO tools out there that can tell you which search terms are trending for your specific market, as well as what’s being overused or underused, and a whole slew of other fun toys. But adding social media research to the mix allows you to do some of the digging yourself so you can see first-hand the keywords in the context of real-time conversation, get a feel for trends by reading blogs, and experimenting with the results of long tail search terms. It’s kind of like the difference between getting a creative brief in your IN BOX vs. hearing all the nuances from listening to the client speak about the project. I always prefer the latter. A lot of SEO practitioners will probably say that analyzing link juice, page rank, search terms, and evaluating reach and exposure is naturally social media. I’m just saying it can be used in a truly social way, where a warm body is doing the research as opposed to a search engine algorithm.
3. Social Media as a Public Relations Tool
Social media is a way for traditional public relations counselors to execute their strategies in a more proactive way, building even stronger relationships with bloggers, news brands, and online journalists. It also opens the window on getting brand exposure in more venues than they’ve ever had access to. Purposing social media for PR uses strategies similar to traditional PR, but using this new set of tools allows for more proactive innovation in the execution. A social media twist can be spun on press releases, corporate communiqué, reputation management, or awareness programs. And on and on.
4. Social Media as a Point-of-Sale Tool
As a virtual point-of-purchase tool, social media can serve as the catalyst for a buying decision. This can be anything from having a sales agent manning the Twitter feed to being proactive about forum interaction on your website. Or creating a virtual sales agent on your website ready to interact in real-time. Or a strategically-placed banner ad. The key is having a proactive presence at the virtual points where customers are likely to be making final purchasing decisions.
5. Social Media as a Customer Service Tool
Social media can be used to field customer complaints and questions, or to direct customers to the appropriate point of contact for specific needs and requests. Or to educate. Or just to have a (gasp!) real conversation. Using social media as a customer service and customer relationship management tool (thanks @AlexnNYC!) lets brands get closer to the customer when the customer needs them most, which in turn influences brand trust and provides brand assurance.
6. Social Media as Direct Sales Tool
Yeah, it’s pretty obvious. There are those wonderfully high-minded folks who’ve discovered that social media can be used as the least appreciated form of marketing: door-to-door sales. Load up an auto DM with a “free e-book” link or the URL to your product website and you’re treading a really thin line. When you don’t have the time, budget, or marketing know-how to launch something subtle, strategic, and targeted, or you’re pretty sure the only way to make a sale is to overwhelm the consumer with big promises and TMI, there’s always social media as a direct sales tool. You’ve seen it around. You know who’s doing it. You’re probably ignoring it.
7. Social Media as a Direct Marketing Tool
This is a tool that allows marketers to quickly identify and qualify leads and blanket large numbers of potential customers with highly-targeted or loosely targeted direct messaging. Consider it a kinder, gentler form of spamming. Which means when it’s used in social media it probably has a tiny bit more relevance than those Viagra and Mexican pharmacy emails that just won’t go away. But not much.
8. Social Media as an Advertising Tool
In place of television, radio, outdoor, and print are YouTube, podcasting, banner ads, an
d blogs. Social media as an advertising tool is so massive I can’t even begin to lay out the land without upgrading my hosting package. (okay I’m still on blogspot, just go with me here). The key is that social media as an advertising tool seeks to achieve similar objectives as traditional media, but the tactics and path to sale are different. Requiring a whole new set of strategies. And a very different looking media department.
9. Social Media as a Brand Positioning Engagement Tool
I love brand positioning. There’s just something about getting to the core of a product, service, and company that makes my day. Truly brilliant advertising/marketing is founded on solid brand positioning. Getting to the core of what matters to the client and what’s true about the company and product. Social media is a phenomenal tool in this respect. It’s two-pronged. First, it allows a brand team to delve into the blogosphere, twittersphere, socialsphere, and googlesphere to uncover hidden consumer realities and motivations that ultimately drive brand positioning. On the other side, it gives a brand the chance to be authentic in its connections. When consumers interact with a brand in social media they walk away with a more saturated, lasting brand aftertaste. Social media as a brand positioning tool makes a connection that can ultimately be even more powerful than the connection made through traditional media. And man. Is that hard for me to say. Because one of my greatest passions is harnessing the power of a core value to make a tangible brand connection using something as flimsy as TV/radio/print. But social media ramps that ability right up to 11.
10. Social Media as a Community Tool
I started to lump this with Brand Positioning. But I needed a 10th. And because growing a social media community hinges on crafting a brand experience from the “promise” perspective. And that’s branding, baby. But because of this new and interesting animal we call “co-ownership” it creates a need to manage the brand community. Let’s just say community picks up where brand positioning strategy ends. Oh and you can expect your customers to now have the title of Brand Manager. You no longer own the brand nor do you control it with an iron fist. This gives you the chance to build customer loyalty in a fresh, new way. Or fail in a fresh, new way. So you better do a good job. With customers. Not just at the awards show and on the blogging circuit. Because people will talk. And that’s why today, protecting your social media community is just as essential as protecting your trademark. Only not as easy.
The Difference Between Marketing and Social Media
Okay, just because you can head out into the hinterlands with nothing but a Clif Bar and a Swiss Army knife and still come out alive, a brand cannot survive with a social media Swiss Army knife alone.
Pack the whole bag.
Integrate. Realize that “marketing” is that 5000 cubic inch Kelty backcountry pack you’ve had strapped on for many an adventure. It holds a lot of gear. You need that gear. A social media Swiss Army knife is just a part of it.
Are there more social media Swiss Army tools? You betcha. We haven’t even gotten into the Strategic Alliance tool, Referral Marketing tool, and I’m sure there’s someone out there working on a Timeshare Marketing tool. Lord help us. But the point is social media is a tool that has a lot of different purposes. And none of them should be used just because they look pretty. Yeah, a Swiss Army knife is a beauty to behold. It’s even got a place in MOMA. But unless you’re MacGyver you really shouldn’t expect it to launch rocket ships.
Okay, so as much as I’d like to go on and on and map out which social media networks work best with which tools, and go into the mix and match uses of blogging, video blogging, podcasting, webinars, Yelp, and Yahoo Answers, this isn’t a white paper and that little man with the stick is jumping up and down. Apparently I’ve exceeded the time limit. They want me backstage. Now.
Your turn. What are the social media Swiss Army tools you’re using? How are you using them? And why. Let’s pack this bag.
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The term “Swiss Army” is a registered trademark owned by Wenger S.A. and Victorinox A.G.
