Lately I’ve been researching on how brands are using social media to improve their business.The idea is to deploy your initial idea and allow your users to tell you how to evolve the product.That’s how majority of the new web startups utilize crowdsourcing with an emphasis on the power users then really listen to what they have to say.The brand development aspect of a startup isn’t as important as the initial user experience.
Brand Fluidity Creates Advantage
The key is to stay flexible and scalable because products, services, and business models will evolve over time as knowledge becomes ubiquitous which leads to the path of commoditization altogether.
Just look at the costs of electronics, web hosting, printing, or even internet bandwidth have dropped in price in the past 10 years. In fact, not only are they cheaper, you get more for less even with inflation.
By having an nimble business model, it’s possible to build brand momentum that has relevance in addressing consumer needs.
And relevance is a good predictor of short and long-term success.
However, more focus should be put on proven short-term tactics that aligns with long-term goals.
Short-Termism Is Not Sustainable
The eruption of social media has forced brands to incorporate this new tactical tool as part of the overall brand strategy playbook.Brands that quickly jump on the bandwagon without defining the desire outcome are focusing on short-term solutions that are simply band-aids not cures.
Coupled with a lack of attention to the overall strategy, fundamentals, and conventional approaches to long-term value, it’s simply not a sustainable model.
What’s important is to create an unambiguous structure for brand fluidity while maintaining energy and involvement throughout the organization.
The transformation extends well beyond tactics. Brands must become more engaging by being more social, this means building meaningful relationships that resonates with their audience.
Social Media Accelerates Upstream Reciprocity
Every relationship has a purpose especially on the increasing social web. What social media demands is trust and authenticity.
In business, the act of unselfishness is another form of the Freemium business model. And this immediately hit home with me on how social media is transforming the way companies are doing business.
You can no longer neglect your reputation online because that’s where the conversation about you is taking place.
Social media has evolved to be the hub for instant and viral reciprocation for any organization’s internal structure and external engagement.
The power of its reach and the openness of its platform commands the kind of transparency that challenges your core value proposition.
The challenge for marketers is not to merely appear engaged, but to actually be engaged – to live up to the promise and deliver.