Four Reasons Your Brand Should Be Social

All media is social media. Community exists whether you're trying to build one or not, your role is to nurture it. Your social network is already everywhere you visit, speak, and listen.

There are four key reasons why you should develop the social side of your culture of communications:

1. For purpose —To intentionally develop strategic relationships and a relationships with customers to support your mission. Reciprocate by helping people realize their goals and aspirations
2. To inspire —To motivate your team, consumers, and stakeholders
3. For community—To build and steward authentic relationships. The raving fans, brand ambassadors, and brand believers are people with goals and dreams—more than customers or supporters
4. To aspire —to become known and familiar as an influential voice of visionary and courageous leadership

Create Platforms for Community

Know where your audience is listening: There may be more relevant platforms than Facebook or Twitter through which to share your message and engage consumers. 

Seek out opportunities for opinion columns, editorial opportunities, and sharing expert insight that can be published in business journals and blogs.

Have conversations. Publish a blog, participate in podcasting. Be an advocate who listens as much as you talk.

Understand Your Audience’s Goals

Know your audience to make them part of your mission. At any time, you will have multiple audiences who perceive your cause as meaningful, but who have different ideas of what it means to them.

Speak your audience’s language: avoid using acronyms of any kind; always use words that communicate with clarity to the audience you are trying to reach.

Repeat after me: “Your acronyms mean nothing to me.”

Resolve to Be Social

Mission-driven design recognizes the ultimate objective is to cultivate and acquire customers by engaging people and building relationships that drive long-term revenue and growth.

Brand ambassadors recognize that every interaction is an opportunity to build relationships.

The work your company does is meaningful, relevant, and important. To be social is to build a foundation of influence through integrated, intentional communications.

Weave them into every facet of your organization as you adapt and change to make your vision a reality.