Everybody seems to have a web presence these days, even if it’s just on Facebook. But wow, is it getting scattered! I just consolidated my own websites — my author site, all of my various motorcycle travel websites, and my Miss Adventuring podcast under one single brand: Carla King. Yep. That’s my name and I’m sticking to it!
Whether you’re just starting to think about designing your personal web presence, blog, or Facebook page, or you’re in charge of a website for a large company, it’s worth considering a social media strategy now. Brands take years and years to build, and social media threatens to dilute it — unless you have a solid strategy for integration. I like Jeremiah Owyan’s advice… he’s a real pro.
This is just an excerpt:
How Brands Should Prepare
What’s interesting isn’t this vision for the future, but what it holds
in store for brands, as a result, companies should prepare by:
- Don’t Hesitate: These changes are coming at a
rapid pace, and we’re in three of these eras by end of year. Brands
should prepare by factoring in these eras into their near term plans.
Don’t be left behind and let competitors connect with your community
before you do.- Prepare For Transparency: People will be able to
surf the web with their friends, as a result you must have a plan.
Prepare for every webpage and product to be reviewed by your customers
and seen by prospects –even if you choose not to participate.- Connect with Advocates: Focus on customer
advocates, they will sway over prospects, and could defend against
detractors. Their opinion is trusted more than yours, and when the
power shifts to community, and they start to define what products
should be, they become more important than ever.- Evolve your Enterprise Systems: Your enterprise
systems will need to connect to the social web. Social networks and
their partners are quickly becoming a source of customer information
and lead generation beyond your CRM system. CMS systems will need to
inherit social features –pressure your vendors to offer this, or find a
community platform.- Shatter your Corporate Website: In the most
radical future, content will come to consumers –rather than them
chasing it– prepare to fragment your corporate website and let it
distribute to the social web. Let the most important information go and
spread to communities where they exist; fish where the fish are.
