I wanted to call out an interesting thought piece I saw on the Conversation Agent blog today.
Marketers are often excited about riding the wave of every new channel or technology medium for reaching customers. There is a sense of cache, but there is also this sense that if you get in first, you can actually rise above the background noise and make your message heard. In recent years, this has meant embracing social media as part of brand building. The latest darling, of course, is Twitter.
The issue is that too often the medium becomes the message and as marketers we forget the role each channel plays in the ongoing dialogue between brands and customers. Also, all too often, we treat these mediums as a chance to shout at customers but never to really communicate with them.
I like this piece by Tony Hung. It provides insight into what this medium is – and is not – in the context of dialogue between brands and their customers.
He urges that brand managers view Twitter as a way to do three things:
- really listen to customers,
- show your commitment to participating in direct dialogue and
- identify and interact with true thought leaders.
Most interesting: Tony Hung is not a marketer. He’s an internal-medicine physician that just happens to be passionate about social media, especially Twitter. He blogs at Deep Jive Interests.
I’d take a moment to check out his piece.