I had the privilege of attending the Chicago American Marketing Association’s “New Social Media Marketing Tools and Rules” on Wednesday. Speakers for the program were Adam Lilly, Brand Director at Goose Island Beer Company and Nader Ali-Hassan, Associate Director, Social Media at Razorfish. It was an afternoon filled with actionable social media information, including the following key takeaways:
Adam Lilly shared:
- Make time to connect with people on social media.
- Generate new and fresh content; don’t say the same things over and over.
- Social media is a destination. Participate in the conversation.
- Enable others to talk about your brand.
- Practice timely storytelling.
- Social must be a commitment and ingrained in the culture of the brand.
- Good brand social media frontline employees are good storytellers.
- Metrics are not as important as engagement.
- Share in a creative and meaningful way.
- Weekly digital content meetings can help generate ideas.
- Encourage widespread use of social media by employees.
Nader Ali-Hassan shared:
- The story and how you tell it is important.
- Social media is about creating and connecting.
- People don’t want to connect to a brand, but the people behind it.
- Think about utility: providing value to the consumer.
- Have a consistent brand voice across platforms.
- Don’t reinvent the wheel; take advantage of the technologies that are available.
- Think about social as a paid, earned and owned proposition.
- Always plan ease and sharability into your content.
- Trust your gut: If the shiny object doesn’t feel right, don’t use it.
- Be willing to cede control of the brand to others.
- Include social media in the overall marketing mix.
What would you add?
Author: Steve Sonn
Steve Sonn is the Principal of S2 Marketing Communications. He has more than 25 years of marketing and PR experience with health care and business-to-business companies.