Social Media MUST Become “Sincere” Media

For a long time, I’ve been pondering over how bloggers are being gradually involved in more publicity works than ever. This new blend is different from that of what we have seen in marketing or PR for many years. But, are we really tuning ourselves to the same frequencies of bloggers? Or the customers at large, online and offline?

Sure, customer service officers are put in place specifically for this reason. Most of them would have learn by now, an angry customer is more than one business loss. The ripel effect can reasonably cause a chain reaction beyond the scope of customer service. Ahem… stepping in are the folks from PR. Occasionally, you see marketers having a go at appeasing angry customers as well. Only, to no avail.

Occasionally, I am amused by engagement whereby even outsiders could tell if there was a genuine relationship being established. What transpired at the end of the day is nothing more than cheap advertising space in our blogs. If you’re thinking only of today, perhaps you hit the right spot. If you’re considering social media as one of your long term strategies, I wonder who will outlast the other in years to come.

And eventually, the golden question is popped. What’s next?

How can we better engage bloggers? It’s a simple answer - SINCERITY. Over my course of blogging, I have gotten to know quite a handful of bloggers. Even though some of them knew how much a social media junkie I made myself out to be, or how passionate I am with marketing, these were never barriers from forming fruitful relationships with them. That’s despite the fact that I frequently discuss about work. The responses at times, can be overwhelming. For one thing though, I truly enjoyed their responses.

It’s about time marketers or PR consultants learn to embrace bloggers, not just as bloggers. Just think, how respected and valued you will feel when you are being treated like a person more than a tool? Bloggers are not your tools, the internet is. Bloggers are your evangelists, bloggers are your customers, bloggers are your feedback-ers, bloggers are your R&D partners, bloggers are your new press, and so much more.

With such a wide array, need bloggers observe brand loyalty? Obviously not. As the saying goes, the grass is always greener on the other side. When you fail to develop this friendship with bloggers, there is always someone out there who is ready to step in. As the saying goes, the grass is always greener on the other side. Your missed opportunity may well be your future biggest critic.

What bloggers ask for, is basically a very simple thing. Very often, we hear of how little time we can spend on bloggers. C’mon!!! If each blogger is earning your company revenue of USD$10,000, I supposed you’ll be singing a different tune? We have the technologies now, so the next clear step to take is leveraging on these and focus on long term collaboration. Today and tomorrow is over.

If this relationship can be measured, it will be priceless. For now, how far will you go?

By Ed | October 6, 2008

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