There are lots of books and about a triagazillion blog posts on the subject of social media, hyping its ‘revolutionary’ and ‘immediate’ aspects as they call for the death of Web 2.0 or the beginning of PR 3.4 or the latest end all to be all, until next week when we change. Again.
John Falchetto and I once chatted about how businesses want social media results right the hell now already, they aren’t in it for the long haul. See also many a post on various get rich, easy diet, free marketing bullshit.
“Dichotomy: Real work takes time vs. the instant gratification, results and ROI we seek.”
Social media, with its viral and real timey-ness, is about how the now can impact or influence the future.
This is why I was curious about the benefit of sharing old posts, the value of timely vs. lasting content (h/t to Michael Schechter for that quip in a comment about content marketing) and wonder if this post has been in blog drafts too long.
It’s about developing the relationships that not only add to your bottom line today but also building relationships with customers who’ll be loyal to the brand for years to come. It’s about a company listening, paying attention, stepping up in real-time – because fake-time blows – and winning the loyalty of new customers.
Social media is a game changer: the way business is done, how we stay in touch with friends; it’s our new water cooler, it’s making TV the background for our digital lives, with social mentions possibly defining what makes a hit TV show. Plenty of evidence suggest the future of social media continuing to go mobile, via the explosive growth of mobile devices coupled with network integration.
How are businesses looking ahead to the future? As companies pour big money into Facebook and Twitter campaigns, build branded iPad apps and try to predict what Google+ will do for business, foresight becomes key.
It’s about time.
Time. Looking ahead, knowing when – and when NOT – to jump on the next NOW wave will be a smart part of any social strategy, as will looking back to look at what is and isn’t working (hello, ROI). Time. Taking moments to get to know each other as people, not just faces behind the tweets. Time. Listening, spending time paying attention to your customers, to learn what they want and need, how you can help them now. And in the future.
Is social media the wave of the now? Thoughts, quips, NSFW limericks.. do share.