Yinka Olaito is happy,excited and passionate Communication specialist, Social Media expert, Trainer and speaker. Yinka Olaito helps brands(Profits and Non-profits)with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa)
Recently I was reading an article in PRNews on the principles of buzz equity and I must confess it appears anew light shines on my knowledge about social buzz creation in today’s 24/7 conversation world. Social buzz is now hot. Without this, brand may be in hot water. It is becoming obvious and imperative that if any brand must stay relevant today, a currency that cannot be overlooked is social buzz. It has become a recurring decimal that may not go away in a jiffy. Wise brands and communicators must constantly hone their crafts on the best way to utilize and take advantage of this highly effective currency.
What we will be sharing here are my take away from the article which we strongly believe we help if we take it to heart to annex the opportunities. One essential factor outlined in the article was the fact that no brand can really create a social buzz overnight. Social Buzz is now considered as number one factor communicators must employ. But before this, we need to understand the basic foundation which is the three 3 S’s. Without this foundation, the principle of social buzz may not fulfil its course. The first in this S’s is Social voice.
A brand cannot enjoy any social buzz without its own social voices. Be present online with your owned accounts. These are your brand channels. The second S is what is referred to as Story telling ability. Nothing engages fan like personal and unique story of the brand crafted in a way that can connect with the target. Brands must go back to the golden age to learn this act better. We do strongly think Africans should have an edge here. Story telling is part of our cultural DNA.
As we know, no story is worth its coins without the moral lessons which constitute the valuable and vital points of the act. The third S is considered as the brand’s Social currency which may have to do with relevance and potency. With this foundation in place, brand can now utilize all or some of the items below to enhance its social buzz profile.
Surprise element: Being boring is outdated. Brand must constantly incorporate surprise element in the story telling ability. This calls for creativity, innovation and poise. Never be predictable. Bring an element of shock and surprise often. It keeps people yawning and expectant.
Newsworthy: Social Buzz thrives on being a newsworthy and attention grabbing brand. Never forget, if you are not newsworthy, you will become stale.
Use strong emotion laden words that ignite their passion: Keep the energy and tempo around your brand high. Except in few cases where a brand needs to be cool. Emotions can pull a lot of triggers for your brand. So use emotion laden words to ignite their passion in your brand’s favour.
Charge their ego: In whatever you do, always remember people want to be associated with something that is uplifting. Everyone has enough issues to keep them down. If you can charge their ego and give them a sense of pride for associating with your brand, then you are on your way to take advantage of the social buzz
Take risk: Many brands are avowed to risk taking. We may never succeed if we are afraid of taking the first step into the unknown future. While it is true we must minimize risks, but if we are unwilling to take the risk, we may not become the next rave of the moment brand.
Paint a great future: In addition to charging the ego, brands must constantly paint a future for the consumers. While doing this, brand must walk at it. Never say the future is bright and everything is in place when your actions point to the fact that you are on a downward spiral.
Incorporate them: More than anything else, there is no social buzz without the people or a raving fan. Never assume your brand can do it all alone. You must incorporate the people, fans from the beginning to the end. That is how it works. Not the other way round.
Let us take a cue from football clubs: from the owners and fans’ perspective. Most of the successful ones utilize these steps. Be the next brand.
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