Non-Professionals Are True Stars Of Social Media
Subtitle: It is not the people that should look to businesses, businesses should look to the people.
Our visions of where influence derives is skewed. Professionals do not make influential changes, but only identify, define, and market them.
Trends
In his book “The Tipping Point,” Gladwell talks about Hush Puppies shoes and how they went from almost being discontinued to a hugely successful brand. Hush Puppies became a fad in lower Manhattan not on purpose, not because of a campaign, not because of any professional efforts, but because a few “kids” decided they were cool and the shoes became trendy and hip with their peers.
Let’s look at social media for a minute. The true value of social media is not the communication platform, but what that communication brings to the table. Social media enables a company to gain vital insight to where markets are going by talking with the public.
Companies and Social Media
Companies need to talk to their customers to see what they are thinking. Companies are usually ‘out-of-the-loop’ when it comes to what is being said on the ’streets;’ social media provides insight and establishes a public ‘advisory board’ that leads executives and marketing professionals to decide what to bring to the market – or discontinue.
The Public
Unbeknownst to the average person, it is they that are the true content providers and definers. With the help of social media, this is slowly being realized – more people are providing top-notch content and participating in global dialogues.
Profitability is where professionals come in. Once the public figures out how to crack this threshold, it is at that moment that that industry becomes open to change and revolution.
Here’s a modified statement from a popular quote for the movie “V for Vendetta” – It is not the people that should look to businesses, businesses should look to the people. Oh, so true.
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Very well stated, bravo.
thx elle
Louis, you’re absolutely correct. In the old business model, products and services were not as accessible as they are now online. Yes, we had catalogs. However, companies told us what was trendy. We could either take it or leave. More times than not, consumers opted to take it.
Now consumers make the trend. And we’re fickle. Companies are getting the point.
Did you know that Circuit City is solely an online company now?
Thanks Johnny, yeah we sure are ‘nichy’ these days.
I remember when CC closed near me, and I wasn’t too happy about it. Bestbuy has some of my ‘window shopping’ business nowadays. :p
Well said Louis. In many respects, social media is the great equalizer. No longer are consumers passive recipients of advertising and marketing strategies. In many respects, the end-user (the people) now have a vehicle by which they have a larger voice in what products and/or services are in demand. Thanks for the post!
Right on Louis! The focus should be on the people. The great thing about social media is that you don’t have to be an Ivy League graduate. Being approachable, human, and offering genuine value is important as is reciprocity. Great post!
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Great post Louis. Keep going!
@Miguel A. Corona
Thanks for adding your smart dialogue to the conversation. And would you believe it – social media is just getting started!
@Jose Huitron
Thanks brother, it really levels the playing field w/ opportunity.
Completely agree that social media allows a brand/product to connect directly with consumers; and, that those consumers can make, or break, the success of said brand/product.
But, and this is the big but, this is not a new concept – at least not for agencies that have develop initiatives for their clients that include various forms of consumer engagement strategies.
Although the *tactics* to engage consumers has evolved to (now) focus largely on social media,let’s not oversimplify the process to a level that *anyone can do it from their kitchen table*.
@Ana Lydia
Agreed Ana.
While there has been various outreach methods in the past to collect public opinion, social media is another “monster” in of itself and truly hands power into the hands of the public.
While there are varying degrees of talent from person to person, we will see emerging talents here and there that will rise up from the masses.
I’m glad you brought up the *anyone can do it from their kitchen table* as I’m have a post on the works that addresses that topic. Stay tuned