Success in anything demands the application of right knowledge. Today by default, many brands are now content providers. They are all trying to contribute to the discourse and online conversation. Many are still confused why they are not getting enough value for time invested. I have come to the conclusion that anything that is worth doing is worth doing well. When it comes to social media, I think we should not forget that the social we have placed more emphasis on also has media at its end. Inability to understand why the proponents of social media placed the media at the end requires a rethink. That is if any brand must make a head’s way in contributing intelligently to the conversation and the target audience.

While I am not advocating that every brand must go to journalism school, but I do think there are few lessons to learn from getting basic knowledge that will differentiate a brand from others in their various attempt to package right content that will get attention from the target audience and communities. I have come to agree with Jay Deragon when he wrote ‘given value today is fueled by communication’. Communicating effectively also has rules that must be obeyed. Hence in a bid to drive creative, compelling content, the regular media usually give greater concern to five Ws plus how.

So if we agree that social media is exchange of communication between people, real people, then there is need to understand and apply media principles in a social way. Whatever that means to an individual. In my opinion, since social media places exchange of creative content at the bowl of social and not institutional for, there is nothing bad if within the ambit of social arena, we can still follow the tenets of regular media so we can achieve result in a faster way.

For instance if we first consider what we intend to say, when to say it, where to say it and why are we saying what we are saying and to whom; it will help us to get social media priority right. It will guide our planning, strategy, execution, monitoring of impact as well as evaluating the result. I guess the above will also add a lot of flavor, energy we need to put into the exchange, value and in shaping right perception of our brands. No one is talking of perfection here. I need to add that so that someone out there will not be discouraged and abandon the whole process.

As we grow in venture, conscious effort should be made to move from an amateur to a professional. Come to think about this, if someone you met ten years ago as a relationship officer meet you on the road again today in the same old suit, shoe, will you believe he has made an progress? We all expect people to grow and increase in value. The same should guide our behaviours as content provider in whatever platform we operate in.

The more we move ahead as an active player in social media, the more we must understand how to stand out from the packs. The noise level will continue. Understanding the five Ws and how of social media will help our efforts much better than ignoring them. It will place us at a better advantage of knowing what counts and what does  count. I have started working hard on these. Where are you?

Every wise brand today takes step toward building its knowledge base. This stored up knowledge will ensure its relevance tomorrow whether it is prospering today or otherwise. The impact of knowledge has been emphasized by The Bible when it says’ a wise man store up knowledge while a foolish man care less. An African adage also says ‘because things work out today is not a guarantee that one will always has it so compels a soothsayer to consult his oracle after five days. Whenever we sort for more knowledge in any niche, our perspectives change for better.

The western world places emphasis on knowledge acquisition, sharing and management and this is reflecting in the success they are getting. An Average fortune 500 company has a position for knowledge management Director or if at worst a manager. How many of our brands here have knowledge management Director who helps manage, share knowledge, discoveries about the brand. We only place emphasis on corporate communication, brand management staff. I know DDB and other great companies have knowledge directors whose major function is constantly to disseminate knowledge around the world.

In the process of acquiring knowledge, one will have the opportunity to network with other people of like mind, exchange ideas and become better. In the light of the above, I like to bring to our notice a knowledge sharing networking event happening here in Lagos Nigeria on March 24. The event is packaged by Nigerianbrand. Individuals, brands may get further details from the event planners page.

Each new day gives me a new excitement. I am happy I am making progress and that I am involved in shaping the new paradigm in my country. Now it may not make enough sense but after a while, we will wake up to the reality of time. It is now obvious that treating new media or what I like to refer to as social media with levity is tantamount to brand destruction.

I love the way one online author defines new media. He says ‘new media refer to here as a wide spectrum of content production and dissemination frameworks that use the internet & web’. This show there may not be clear cut difference in new media and social media as some experts want us to believe. This online writer went on to say ‘the emphasis of new media is on information produced by citizens for the benefit of the commons. This also point to the fact that the online citizens care less about any brand that does not value them. They want to reach their community members with burning information that affect them either positively or negatively. God helps any brand that falls on the wrong side.

To ignore the conversation today is dangerous and given the fact that citizens’ access to information can not be controlled, it will be wise to initiate a process that will put your brand where the conversation is. In our clime, we keep saying the population is still insignificant hence why the noise/fuss about social media application. Butt my concern like any other forward thinking individual; brand is that one does not need an entire population to destroy anything. Recently a major print media is involved in online reputation damage due to mismanagement of internal communication process. I stand to be corrected. while I am still thinking and frowned at why such vital document leaked to the hands of online media I am of the opinion that( with regards to our discourse here) such can serve as a good case study.

About five major brands were also mentioned as accomplice. Up till now, none of the affected brands have seen any justifiable reason to say something. That is a sign of our ignorance of the power of social media. I am particularly concerned about this issue because it has been reproduced in a platform that has over 173 countries membership with an average of 350 million members around the world where the statistic have also shown that an average of one hundred million log on are recorded daily.

Whatever the cause of this damage is not of our concern in this piece, our emphasis is the need for brands here to wake up to the reality of what new media can do to any brand that ignores it. My fear for brands that continue to overlook the importance of new media agrees with an online writer that says ‘With the introduction of vernacular language capable mobile phone handsets and the increasing affordability of multimedia mobile devices, it is increasingly difficult for brands to stifle voices from the ground’

While everyone is becoming content provider and speaking their minds, why are our brands here keeping silent and pretending that nothing has changed? Why are they waiting for the day of doom to start the process of incorporating social media in their communication/marketing plans? Why are they going on with the old paradigm that regular media will always holds the sway. There is an urgent need to embrace, hire the services of new media experts who can help position their brands against the raining days and more importantly save their brands from colossal shame that online community can cause them. I am still waiting and monitoring how the above mentioned case will be resolved when it has become international issue that bothers on hard earned image the brand has. If I must conclude I love all the major brands involved with passion but why are they not using the same medium to undo the damage done.

We must also remember that Google does not forget. Every information is archived by Google. An African adage says when you hear carry it, carry it and you keep quiet, they may drop it at your doorstep/backyard. We all have an equalized platform in new/social media to build support, understanding, engagement, strong reputation, reduce, and eliminate impact of damage. Silence may not be golden now except it is a worthwhile strategy. The danger of ignoring the new/social media is traceable to its viral effect as well as the buzz. It can be associated with the Yoruba adage that says ‘the god of thunder does not know any boundary when it fights’. New/social media does not know any boundary. It crosses every nation, tribe, clan, settlement

I just took time to read the last edition of Dan Shawbel’s Personal Branding magazine. The cover story actually drew my attention. I am a great fan of Seth Godin because he has achieved what I am trying to achieve despite all the odd in my environment. Most African nations have not come to appreciate knowledge acquisition neither is reading culture part of us. The low levels of infrastructures that will support acquiring knowledge outside the school especially on the internet have not driven enough people to hook up to the net. This statement does not mean I do not value my heritage as I see improvement, but unlike the western world, we are still not there. So anyone with knowledge to share here has to work harder to be noticed.

That is the reason why this interview with Seth Godin really got my attention. Seth defines emotional labor factor as the act of bringing emotion, goodwill and a smile to a situation you do not necessary feel like being in. It is also the acts of giving speech even though you are afraid, and smiling, shaking someone’s hand even though they are shy. For me this is the pointer to success under whatever climate one finds himself while pursuing a goal that is worthwhile. I do believe personal branding project that will excel must be willing to incorporate emotional labor factor to its physical labor. I know most people do not want to blog here because they feel they are not getting enough traffic. I keep saying people here should check the track record of frontline influencers like Seth Godin and many others. Not many of them are overnight success. So there is need to use emotional labor factor to remain afloat. When a person embrace emotional labor factor to his physical labor, he/she will be compensated along the line. I have decided to stick to this.

People should understand today that many live on the receivers’ lane. Especially here. Many want every meal presented to them as a free lunch. The guy who continuously, consistently prepares the meal will one day hit the gold even though he may appear foolish today.  Why did we Africans lose so many discoveries that our fore father made? It was hoarded, never shared? The new age of emotional labor factor is for intending influencers to keep striving for more to share here. In the next five years or more, the equation will have changed.  With emotional labor, a personal brand can make a lot of difference. It can achieve more as a ‘go to person’ than a receiver will. With emotional labor factor, a personal brand will work his ‘ass out’ and crave for more to share even though there is no immediate gratification in view. With the use of emotional labor factor, an individual will step out of the comfort zone; jettison every excuse to drop his thirst for acquisition of knowledge, quality content and sharing that is not immediately valued by audience.

There is a major benefit in embracing the emotional labor factor, the individual’s paradigm usually shift for better. There is no guarantee that he/she would not have made mistakes, been criticized, misunderstood in the process, but what is certain is that such personal brands will eventually be rewarded for making an impact in his/her world. In conclusion, thank you Seth Godin for being such a tremendous influence and let someone out there let him know I heart him, and crave  to share a lunch with him for being a great inspiration.

Silence is golden is an age long cliché. I used to be a fan of this and I am still in love with it. But the events that are unfolding today require that a re examination of what used to be valid truths now require modifications or changes.

In the light of the age we find ourselves today, aimless silence is harmful. There is need to speak out your own side of the matter. It has been proven that being social today is far better than being dumb or silent. Every introvert brand needs to cultivate ability to mix with other brands, potential and actual customers. If you a keen observer, you should have noticed, everyone is talking; conversation is going on with or without your brand’s participation. If by chance, the conversation revolves around you and you are not there to present the complete version of the story, your brand will suffer in silence.

A Nigerian adage says ‘when you hear carry it, carry it and you keep silent, they will drop it at your doorstep/back yard’. The burden of bearing unnecessary loads as a result of keeping  silence may be greater than speaking out your mind. Someone asked me recently what if his brand does not have anything to say? Why trying to answer that question honestly, I stumbled on an article written by Chad levit on questions to ask about personal brand and I believe answering those 49 questions Levit asked in that article will give a brand enough things to say for weeks. In saying something, many feedbacks will be available to the brands to see more opportunities to promote, give value to the target audience.

But before your brand start talking, it will be great  to listen first, have  a strategic plan of what you are going to say and how, when, where to say what you intend to say. For corporate brand’s voice to be more effective, it will be great to get the top management buy-in. Also it is good to have a policy in place that will guide what to say. In addition to the above, honesty, transparence is important. It will be good to prepare for eventualities as there is no guarantee that everything will run smoothly without any hitch.

Brand need to build strong engagement that can help when there is a smoke. Being ready to be on top of breaking your own brand’s news as fast as possible is also essential.

So according to Chad Levit, let us examine some of the relevant things to say which may/will give your brand leverage. What makes you and your brand indispensable, what kind of value do you provide, your brand’s differentiation, expertise, why should anybody listen to you, what trends are shaping your industry presently, do you have success stories, have you contributed to any project achievement, how have you made life simple, bearable for others, what are you doing, do you have any social responsibility initiatives that have impacted lives, do you have photos of events you recently held? These and other questions when answered may give you and your brand a clue to what to say when you already have a plan. Can you share your experience?

Brand communication today has become so easy given the fact that there are several opportunities that are now made available to discerning individuals, brand owners who know what to do and where they are going. Needless to say is that media are channels that allow individuals to pass a message to a target audience with a view to get right feedback. Brand communication media therefore are channels that brands use to reach identified, target audience who are potential, actual or future customers of the brands.

 Brand communication today requires a consistent flow of conversation- not monologue- between the brand and its audience. The equalization of influence provided by the new and digital media allows every brand to have a say instead of being dumb. Brand communication today encourages that each brand becomes social instead of being dumb or silence. Brand communication in this age demands that each brand takes up its own funnel and pour out water of creative, compelling and engaging content that will enhance brand’s perception in the minds of brand’s target. Out of sight is now out of mind. Available media platforms today are enough to ensure brands are not out of sight except the brand chooses to remain so.

 Available media platforms offer untold opportunity to remain in the audience sight all years round. In a recent Forrester research on available media platforms (This result will be the foundation of this write up), many media platforms were identified. I will examine the research report below.

Owned media: These are media channels that are fully controlled by the brand and if I may add, they are used to exchange, share communication with the brand’s audience. Some of these media platforms include brand’s websites, mobile websites, blogs, twitter account, Facebook fan page etc. These platforms are built for a long term relationship with existing and potential audience and takes time to scale.  If I may add, this is where many brands especially in Africa miss it. They want an instance miracle from these platforms. The benefit of these media is in their cost effective, control, versatility, immediacy, niche audience.

Paid media: These are media brands pay for to use. It includes display ads, paid search, and sponsorship. The role of this is in shift in foundation to a catalyst form. Benefit of these includes immediacy, scale control. The disadvantage of this is declining credibility over time

Earned media:  These media make the customers the channel. These include Word Of Mouth, Buzz, viral. It is result of a well executed, well coordinated owned and paid media. These media are most credible, transparent and lives on. The only minus is that it can not be controlled by the brand. Having analyzed these, which of these media is your brand using. The combination of al sound great. Whichever way it goes, all of these increase, populate and shape brand’s perception. Can you share your experience in using these media? Use the comment section.

The noise level today is really confusing to many brands’ custodians. The fact that internet has given power to everyone to become publisher/content creator is a sign that custodians of brands need to keep an eye on those who can destroy their brands.

In our recently held seminar on social media, one of the speakers did say that the population of online citizen is still small to create any significant dent on the brands here. My opinion about this is that one does not need many voices to do a damage, a recognized online voice is enough to create the dent if not offline but on the international scene. The perception of the brand may be damaged when it comes to future investment in the brand from international investors.

 For many brand custodians, the challenge is identifying what to monitor as well as where to concentrate energy. Despite this, brand custodians need to be alert to what is going on around them and map out strategies to gain right perception, visibility and awareness.

The secret of strong relationship is not in scattering efforts -that can be overwhelming. We must remember that 80/20 still rules here. Despite the expanding nature of digital and offline activities and the shift in the speed at which information is disseminated. The first step in curtailing bad press, crisis is to build solid relationship with those who can spark the fire. Brand custodian must take time to identify the influencers in their industries. These are individuals who have built credibility, popularity enough to wield influence on the target audience.

This may be due to the fact that their opinions have become laws based on their activities, influence, knowledge, impacts on the community. To build relationship with such influencers is the first step in the school of brand’s survival. Below, I have tried to identify steps that will help brands’ custodians, managers, marketers etc.

Locate he influencer: influencers are like oil/cream on the surface of the water. They are not hidden. The reports, words of mouth about them loom large enough to be ignored. These reports should guide in locating who is who.

Acknowledge/Participate: when you have identified them, acknowledge them by initiating a relationship either through contact, email, phone calls etc. Pitching will not sell at this stage; cordial relationships will perform wonder than pitching or sales activities. Also participate in their conversations and possibly join their communities as onlooker.

Fill the gap, be a source of help: Give them relevant information that will enhance their perception among their communities- if you have assess to that. Assist them to be well-informed about your brands as well. This will help clear misrepresentation about your brand too. Remember they do not know everything per time. If you can encourage them with an advert from your brand, that will be great too.

 Let me close this piece by helping someone who may not know the influencers to look out for. Some of these influencers include frontline bloggers, opinion leaders, forum owners, customer advocates/activists and industry experts.

I have been asked several times why do I think Twitter holds any benefits for Nigerian and African brands. The reason to some is that the population of Nigerians and Africans on twitter is still negligible compare to the western world. The concerns Ihave noticeds on the faces of those who asked such question  has made me to conclude that many do not want to pay the price Twitter requires to be successful.

Unlike Facebook which is easier to operate. Couple with the fact that facebook comes with a lot of fun, I always consider twitter as more for serious professionals, brands that want to pay the price to make a mark. This is based on the premise that it forces users to think, it demands that brands say what it has to say within the limit of 140 characters. Unlike Facebook, Brands (individuals) may not have the luxury of creating events- there may be possibility soon, fan page among other factors. With regards to fan page, there is an argument that bothers on quality over quantity of relationships (followers).

Some believe that the quantity of brand’s followers will determine its influence when others play more emphasis on quality. I am more of quality than quantity. Whichever way an individual falls, each has its own benefits and this should be weighed against the objective, goal of twitter usage. Those who think of quality argue that it allows faster brand’s message spread and visibility while quality school of thought believes in effectiveness of relationship, engagement, commitment among followers. But let us leave the argument for some other days.

For those who see twitter as very demanding and uninteresting, they always missed out in the game. A  Harvard University study shows that sixty percent of twitter users just signed up and use it only once. My research has shown also that many African users fall within this category. To overcome the inertia most brands in Africa have towards Twitter, it will be good to pen down these thoughts.

Twitter has exponential power for brand awareness, visibility. When twitter is properly annexed and incorporated into brand’s communication tool, it can be used for brand activation, product development and launch. It can also help to foster engagement. Other usage of Twitter includes advocacy, customer support. Needless to say is that to get the best of twitter, it is out of place to use all the brand’s tweets on self promotion, pitching. Engagement, strong bonding is not guaranteed when someone else continues to flaunt his ego. Instead always ensure you give quality content, ask for your followers’ opinion, get feedback and respond accurately without getting angry about any issue. Also it may be good to acknowledge the good in others by promoting them if it is possible.

To get the best, brand must first listen to the conversation, then follow the trend, issues, conversation, then create your own relevant content, support system which will help your brand engagement. Do you have success story using Twitter? Share it.

Last Saturday at a meeting with one of my protégés, I was asked ‘Are you sure you are getting correspondence result in your personal brand’s effort online’? I said, it all depends on what individual is measuring or comparing his result with.

Every thing that is worth doing is worth measuring. If a brand can not measure progress in any endeavor, there is a cause for alarm. Being a digital citizen costs a lot-at least in term of time investment. I asked ‘why are many developing nations’ citizens struggling to ‘play’ the yearly American Visa lottery if they do not attach values to that. They would have analyzed that winning a visa lottery to America will end their woes? Whether that is true or not is a discussion for another day.

That is why I am of the opinion that brands should invest in hiring a community manager or consultant to really make headway. Attending a day seminar does not turn an individual to a guru in this vast planet. But that can be a starting point and an eye opener to the demands. So getting real value will be determined by what you are willing to give in exchange for the illumination you are seeking.

Nevertheless, let me outline here the process I think we guarantee getting real value from online activities/involvement;

Listen: Do you really want to make impact? First listen and listen attentively. Wean yourself from any preconceive opinion of how it should work, or the trend the conversation should be taken or who should participates. Such thoughts will have colored brand perception and will not allow objective analysis of the conversation. I was monitoring a conversation on Facebook yesterday and what I read surprised me. A brand got angry because of a feedback and wrote ‘unprintable stinker, rejoinder’ to the soul who ventured to give contrary opinion. That is not how to do social media/online activity. The brand has forgotten that close to three hundred million audience can read that response, and that every conversation is archived. One day that conversation can be recalled.

Set objective: Now that you have listened, you may need to set brand’s objective of what your brand needs to achieve through participation. That will help measurement.

Participate/engage: it is time to take action and swing your racket. Always keep your brand objective in view because it is possible to be distracted by the level of noise online.

Measure: Learn to measure result along the way. Never wait till the end of the year. That may be dangerous.

Lead: Take leadership position in something. Be known for your expert opinion. Be a brand with great influence in something. Your brand may not achieve this overnight, but that should be the goal. It is at this level that your brand makes right impact. I see youthere.

Promo.

The Nigeria chapter of Social Media Club has announced a 2-day National Conference on Social media and Brand Positioning aimed at helping Nigerian brands maximise the marketing  opportunities that social media platform presents them. The conference will hold on February 25^th and 26^th 2010.

The conference is expected to help brand custodians appreciate what other brands are doing on social networking platforms like Youtube, LinkedIn, Facebook and Twitter. It will also help identify what they can do to make them socially relevant while maximising the opportunities with these platforms. Social media is the future of advertising and brand communication. Globally acclaimed brands have already identified that the future of brand position is in the social media and they are constantly seeking ways to leverage on these media. We are convening this conference to ensure that Nigerian brands identify the opportunities and take advantage of them in growing their brands to be global players.” 

The 2-day conference will feature topics like ‘Application of Web 2.0/social media to health industry initiatives.’, ‘Web 2.0/social media optimization strategy for brand success.’ Speakers and facilitators for syndicate session includes Kingsley obom-Egbulem, chief creative office HCDI Lagos,Dr. Bolaji Obadeyi, CEO, Health Logics, Lagos, Mrs. Nike Essiet, founder, Action Health, Lagos, and Mr. Wale Goodluck, Corporate Service Executive, MTN Nigeria.

 Other speakers include Mr. Akin Adeoya, Publisher M2 Magazine, Uche Nworah, renowned brand scholar, Prof. Dora Akunyili, Hon. Minister of Information and Communications will chair the conference while Mr. Opeyemi Bamidele, Hon. Commissioner for Information, Lagos State and Mohammed Abdullahi, National President, Nigerian Institute of Public Relations (NIPR) are the special guests of honour.

Everyday gives me an opportunity to learn and observe people around me. I learn from people who have been successful and those who are still on the radar of success as well as from a complete fool. In fact there is no one on the surface of the Earth that qualifies for such appellation as ‘complete fool”. The more we dig deep the more we find the wisdom in the lifestyle of someone we call fool. The kind of wisdom we may learn may not necessarily be what works but what may not work so one can distance his ways from such lifestyle.

In a recent chat with a group of individuals, someone asked me ‘how long should I stick to personal branding building? My answer shocked the individual. Because I could see he was actually looking for a quick fix it. I did answer by saying ‘as long as someone has his being’. The reason is not farfetched. Sometimes you get it right and sometimes you have to manage the result of a misadventure in order to minimize its effects. Sometimes the journey may seem long, tiresome and one may think of quitting because of lack of immediate, quantifiable result. When someone is discouraged in the journey, it will be the best time to read biographies, minds of those we refer to as successful. One can do this by reading their books, listen to their audios or visit blogs of successful people.

Recently I read an excerpt of Larry King’s (Of CNN) book ‘The Art Of Talking’ where he maintained that his first radio job was gotten through enthusiasm about 37 years ago. That is not just an addendum but a pointer to something. The followings are some of my thoughts on how to make your personal branding efforts count:

Plan: you must know where you are going and chart a course to the place. Be ready to set achievable goals that will not increase your blood pressure unnecessarily. Set target on how to achieve your desire.

Patience: Never take yourself too seriously. You are not an instant super star. Otherwise you will get frustrated so easily. A time was when there was no single comment on all my blog post here. Along the line I nearly become bitter. Thinking my work is not getting recognition or attention. I almost abandoned the project. I guess I must be honest with someone out there. But later I changed my mind and continue; today the story is changing as everyone can see. Rome was not built in a day is still applicable to personal branding project. Individual needs high level of patience dose to excel.

Perseverance:  The higher level of patience is perseverance. This is the icing on the cake. Many people would have fallen along the way before they get here. This is how to add ‘extra’ to the ordinary to make it extraordinary. My question today is ‘are you given in to discouragement and you want to let go? Remember you are closer to the goal than when you first started. Keep at it.