10 October 2013 1 Comment

The four-roller chair called Social marketing: You will fall if…

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps 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) and Africa Foundation for Young Media Professionals

Social media, Social marketing, 4Cs of Social marketing, How to make success marketing workAbout three weeks ago, I walked into an office and learnt a firsthand lesson from observing  one of the company’s middle level managers. Whatever happened to his chair, it has three rollers instead of four.  In other words, one roller was out. The Manager has a chair that was very well-designed aesthetically. Looking at the top of the chair from afar, one will love the design. It looked great and appealing. One will personally appreciate the company for selling right image. At least for giving a middle level officer such a top rated branded chair.

But at a closer look, I noticed the officer was experiencing a level of discomfort. He could not concentrate as he had to be cautious, move here and there and working hard to adjust.  Even though he did not tell me anything, I could not but looked beyond the façade of ‘beauty’ at the top and noticed the issue at the base. The chair has three rollers instead of four. I then asked myself, what is the point in selling corporate image with heavy liability? Why do we make life difficult, focus on the finishing when the foundation has structural issues with high potential to cause irrevocable damage?

Unfortunately, this is a common practice everywhere we go today. We do not have to look too deeply before we see the façade. We do not have to ask too many questions before we see the motive why many seat or offer a three roller chair instead of four. Many do not care about small details that really count.

Based on the above, I thought about social marketing and what many corporate brands do. Instead of using the 4Cs, they will rather stop at C number three or ignore one of the Cs because they think it is not essential. In every situation where this applies, I have also noticed the trouble the brand often goes through. The level of discomfort, argument and counter-arguments are very high. It is either the top management feel they are wasting money or the social media team reaches a level where they become confused. So, for any brand, be sure you know why you are engaging social media, take time to listen as well as make adequate preparation. With these in place, here are the four rollers (4Cs) you must set in motion.

Create: learn the elementary rudiment of content creation. Sharpen your skill or be willing to learn as you move on in the journey. No social media marketing will be successful without a solid plan to create content that appeals to the target.

Curate: from content creation, you must also know how to curate the content for different platforms. What sells in a social networking site may not be a show stopper in a professional site or platform with a focus on audio/video.

Converse: life in the fast lane of social marketing does not stop at content creation and curation corridors. You must engage in conversation with others as well as market your content. Without this, you will be like a boy who is winking at a lady in the dark. You may be on a rolling chair with lots of effort, energy without commensurate movement.

Compare: This is evaluation. Always evaluate your effort. Take time to examine what is working and what is not. Compare your channel and message results with efforts and time invested.

Without these in place, your social media marketing effort is sitting on a three- roller chair that is supposed to be on four.

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