Social media as a continuum

Facebook hubs have replaced web sites. Shareable social objects have replaced lifeless content. Earned relationships have replaced marketing collateral. Relevancy and context is the communicator’s — and the consumer’s — new battle cry. So says social media experts Brian Solis (@briansolis) and Jason Falls (@JasonFalls).

They presented — or should I say, enthralled – – at yesterday’s Explore and Engage Wichita event. My to-do and to-think-about lists are overflowing in terms of social media tools and strategies.

Some sound bites from Brian:

We are all competing for relevance.
Tools don’t matter. Engagement does.
Authenticity and transparency are keys to social media success.
Businesses have been run with a top-down approach. We are introducing a bottom-up approach.
Listening and hearing provide the tools to impart relevance.
Brands are no longer destinations. We have to build bridges back to them.
One-to-one-to-many is far more effective than one to many.
Social objects (tweets, posts, photos, videos) are the future of marketing.

Beyond the soundbites is Brian’s call for research, strategy and thought leadership: http://www.youtube.com/watch?v=Alj2xxGf5XQ.

Jason echoes this approach, offering these steps:

1. Know your audience

2. Set goals.

3. Build a content strategy.

4. Choose the right tools.

5. Implement and activate.

In his words: http://www.youtube.com/watch?v=owBU9zlCtLU.

Brian and Jason stressed measurement of outcomes — not a new business recommendation, but one we often forget. The other challenge: Once we earn relationships and thought leadership, we must nurture this privilege. Social media is a continuum.

The tremendous opportunities ahead…