In a recent professional roundtable with few colleagues, we were discussing issue that relates to emotional engagement with brands that can likely have meaningful impacts on brand’s success. Some were of the opinion technology plays a great role in brand’s objective achievement. While we all agreed on this, the point of argument arose when some felt that technology should be given preference over social science in social marketing. I and some other felt that technology may be great but social interaction follows social behavioral pattern than high profile technology when it comes to social marketing. The reason is not far fetched, when the instrument of interaction becomes complicated through the use of high profile technology, the purpose of conversation is often defeated.

The above now forms the basis for this write up. Opinions are welcome from others who feel otherwise. Trend is changing at an alarming rate. To play the game, brand must understand the rules and adhere to them. Social media has increased the noise level on the web. To be seen today is a daunting task. The days of ‘build it and customers will come’ are gone for good. Many brands are failing in social marketing efforts today because they have hired technologists to do the work that requires social sciences assignment. The human element of social marketing is often ignored by high profile technology application.

While social media is helpful to any brand, over reliance on technology will harm the conversation spirit that social marketing aims to achieve. Social marketing promotes relationship over technology. It is focused on sharing helpful tips, connection, association, friendship, allegiance among real people. Many brands that concentrate on technical tools may live to see that it is becoming interestingly difficult for them to build strong engagement with their brands.

Brand must learn to humanize their social marketing tools to get the best in terms of returns on investment. The demand of today is that brand must listen before it pursues ego laundering through unnecessary use of complicated tools that can harm its objective. Anything short of this will break the back bone of conversation, relationship that social marketing represents. While there is no evil in the application of relevant technology which will enhance productivity and efficiency, over reliance on technology that will confuse the niche will not help brand as much.

For social marketing to be successful, find first what works with your niche in terms of easy accessibility, usage. Remove the cap of a traditional marketer and learn to become what makes you a partner in progress. Remember, social marketing that will be meaningful, interactive, promote solid relationship should concentrate on relieving the stress off the niche market. Reader’s opinions are welcome.

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Social media has become part of us. No one will deny the fact that social media can be addictive too. Because it has become a veritable weapon to connect and gain visibility for brands: personal, corporate, product.In this new age of personal branding, one of the best tools to craft personal visibility and niche is to embrace social media platforms. Like we know, social media offers the best template to connect an individual with the right people in his niche as long as the individual is willing to give and not out take advantage of others. Most popular and influential people in the world have accounts as well as fans club within different social media available.

As much as these appeals are there for individuals, there is other side of the social media that brands must take notice off. Even though social media have the advantage of enhancing personal brand’s visibility, there is this subtle side of sending a negative image if care is not taken. Many of us sign in or open accounts in most of these social media without considering the implications and responsibilities. As long as it gives the visibility it requires, thoughts are not given to the fact that each is a platform to build relationship through constant connection and sharing. What we have noticed is that many of the accounts we open in most of these sites are dormant for months and some for years. Few of the accounts opened are maintained, lubricated, and oiled. These have damaged the essence of the connection it is supposed to maintain. What this attitude show is that we care less and the individual personal brand involve is just using the medium to gain visibility and nothing more. Most of us forget that the creators of these social media platforms have a need before creating such media.

Well we may argue that many of these abandoned social media platforms do not manage their brands well, but the fact is that we must take responsibility to help them in as much as we can open our account. The other angle to the argument is that we do not have time to maintain the accounts because we are in many places. Will it not be right to concentrate on those media we have time for and which we think offer us the value for our time. When I open an account on a social medial and I try to connect with any individual, I try as much as possible to check the last time the individual visited his/her account in the medium. For me it shows the levels of value anyone who has not visited his account for over six months will offer. That may also affect my perception of the brand.

To get the best of social media I think we should consider the followings when opening an account with any of them:

1. What value will this platform offers me and what are the demands of my signing in?

2. Will this platform connects me with my niche market and right kind of people I want to be associated will?

3. If a recruitment agency finds my profile here, what kind of impression will they form about me?

4. Will I have the time to pay my dues in time of constant request, connection that other members of the platform will ask me?

5. What kind of relationship can I build here?

6. Will I be proud to tell other people my profile, account is in that platform?

7. What will this platform do to my personal brand?