10 Social Media Dos and Don'ts for online Business Success

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1 Wierd News They Don't You To Know...
http://tweespi.com/socialmediaguide
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Social media has become mainstream and as someone said: every media becoming social. I
always think some brands and their attitudes to social media, content marketing, management. It
is clear from every angle, except from view, that most brands are overlooking the "social" in front
of the social media. This is what sets social media apart from other kinds of media. To excel in
social media, you begin with cultivating a social media mindset. Most have not understood what
this platform offers.
All that we are currently doing is majorly titled toward social media abuse which is based on
advertising and shameless ego promotion. This affects corporate brands more though.
Most have concentrated mainly on mainstream traditional media. They have neglected or can we
say they are unaware that the only way to survive in this time is a two-way communication media
which embraces not only the traditional but online media platform. As we know, the current trend
today is for brands to first learn about their brides-customers, get their attention through the use of
social media platforms like blogging, Youtube, Xing, Facebook, Del.ici.ous, Bookmarking, RSS,
Podcasting, videocasting, Wikis among many other available online media.
The evolution of these new media has opened up opportunity to seek opinion, interact, court, date
and offers irresistible proposal that will hook the bride. Today customers are no longer buying one
mode fits all offer by the traditional media. Some corporate brands here seem to hinge non-
participation in online community building on such excuses that we are not yet online, neither are
there recognized consumer fora which have major convergence of consumers online. Also no
regulatory authority here pays attention to or gives any attention to whatever they have to say can.
They also claim that online forums here have no impacts on corporate performance. Some also
claim that social media is alien to us. My answer is that social media is not alien. The fact remains
that many things had been part of us only that we do not accurately labeled them until the
westerners help us out.
The idea of social media, content marketing is rooted in cultural rituals where a couple gets
engaged before they could start dating. The process require that suitor's intention has to be
established through family contacts, integrity checked and a cogent promised is made that he is
interested in a serous relationship and not flings. Without these background checks, no one
officially allows the intending couple to start dating. If this is violated then, the bride to be would be
disciplined.
Drawing a parallel in this ancient ritual, the customers want the brand today to show that what
matters is her, not money making. The customers want to be sure that out of arrays of suitors-
products, services- your brand can take the initiative of starting a conversation, the customer
wants to be sure your brand is not just flirting, looking out for short flings but a real relationship that

2. will enhance her lifestyle. Brand through social media, content and social marketing set up a bate
by loading the right words in their contents to convince, educate, entertain the bride that they are
out to make her life better even before selling anything.
Customer wants to see how much of your intellectual property will be made available without
charges. The customer wants to find out you are a giver. One of their love languages is gift
sharing. A giver without string attached always takes the show. Social media, content marketing
requires a lot of commitment. It takes time before social media and content marketing make huge
impact. Any brand that can show high level of commitment in social media will always carry the
day.
Typical case studies of brands with efficient use of social media include Tony Hseih. Tony
followers in Twitter today is over one forty million. Hseih is the managing Director of Zappos.com.
Tony through his 'tweet' has course to meet with customers at a bar while many in his position will
rather hide under the guise of busy schedule. Tony uses Twitter to build interaction with
customers; he uses twitter to solve problems for clients. The strength of Tony Hseih and Zappos
communities has been used to strengthen relationships with Zappo's brand offline. Zappos client
freely gives their ideas on what they want. This aids, leads to co- creation of brands products,
services.
As busy as Richard Branson of Virgin group is, he also maintains a twitter account. He has used
his twitter account to answer questions from angry customers as well as virgin potentials. The
virgin group also has an integrated website that allows news update, blog among others.
Southwest Airlines has used social media to build strong connection that impacts on the brand's
offline interaction
A good example of the use of social media to spread messages and connection was recently
demonstrated by Michael Jackson's personal doctor. As we are all aware, it was once insinuated
that he killed Michael Jackson through drug overdose. About a week ago, he used Youtube video
to spread his part of the case. This video spread across the internet as well as mainstream media.
Popularity of virtual community has been soaring high with more people paying attention from
academics and marketing communications practitioner discussing it in advance countries, yet
Nigeria brands have assumed 'I do not care attitude'. Nations and brands are not considered
backward just because of their location but based on attitudes, disposition to the use of technology
that will aid progress. Building emotional connection, loyalty with the brand is becoming an easy
thing through social media.
Social media has become a great platform to identify with, interact, communicate brand element.
This often starts in online forum and lead to offline beneficial relationship. Today, nearly three
billion of the seven billion potentials are now connected in social media platforms. Agreed the ratio
is still slow here but the number is increasing daily. Through social media brands can ignite
confidence in the hearts of the bride, build thought leadership. Your brand competitors may have
better product, services but will surely lose out to you if you can build strong connection with them
before you ask them to buy through massive advertisement.
If your brand can give away enough information, answers to concerns and prove that you are on
the verge of seriously neglecting your own best interest, of tight schedules, in order to serve these
greedy, needy brides that desire your brands become more open, honest with them which is the

3. essence of social media. Social media do not allow cover ups, unnecessary protection of
corporate brand's failures. I am of the opinion that if our banking industry's Managing Directors
have been active in social media, there is possibility of gaining public sympathy instead of this
anger, tantrum they are now receiving from various angles. Their followers would have been able
to defend them and take appropriate position that may have given them soft landing in this trying
period.
Since our brands have concentrated on one form of media, mainstream, tell me why should their
brides not block out their useless bragging through advertising? Tell me why is it difficult for
brands n our environment to see handwriting on the wall that their brides now desire their
authentic voices that are not coloured with jargons of self- serving moneybags? The brands' brides
are now also afraid; skeptical of marketing. Why should the brides be loyal when the element of
trust is shaking?
Having established that let us now examine proper way of participating in social media which is
now being exchanged for web.2.0. For brands to actively participate in social media, brands need
to observe, listen, find clients' hibernating medium. In doing this, brand should first define its social
media strategy through careful evaluation of brand's resources, analyze the target audience, and
identify objectives. Having done this, brand must carefully pick or access platforms that fit their
goals. This will inform the decision to run a blog or just to participate in other forums like Twitter,
Facebook, discussion board, social media bookmarking, stumbleupon among others. Be sure you
know that such platforms are used by your niche audience. Identify the top influencers of your
industry online through recognitions given to their opinions, comments, awards etc.
To do this effectively, brand may consider creating the position of community or social
media/knowledge management manager or hire consultant who has track records in skills like
community management, online reputation management, monitoring, tracking, podcast, video
cast, web links etc. These skills do not require a programmer's knowledge and in actual fact, they
are used by customer relations, brand, and Public relations experts. The only requirement is
passion that is backed with proven results. The said manger or consultant must also understands
forum rules, reputation software, know how to distribute contents without creating offense as this
may be counter productive. Great ability to create qualitative content for blogs, create profiles and
claim such blogs in online directories is also essential. Social media, content marketing,
management is seen as collection of open-sourced, interactive and user- controlled online
application used to expand the experiences, knowledge and market power of the users as
participants in business and social processes, the social media landscape is basically about
conversation before any marketing campaign.
Brands must therefore consider Rajesh Setty's suggestion that it must demonstrate that your
brand cares, is curious to find out what is the concern of the customers, contribute, make sure the
content is worth their attention, clarify issues, build conversation that will lead to strong
relationship, bring in a lot of creativity, demonstrate the brand's character and values cherished,
build community, tribe, brings change, instill courage and be highly commitment to a cause its
believe in.
Let me conclude this piece by highlighting how brand can start participate in social media and
content marketing. Content marketing is an art of understanding what your customers' want, need
to know and the science of delivering it to them in a useful and compelling way. The content has to

4. be engaging in a useful and compelling way. To start, the brand has to build trust and credibility.
This is huge work. This becomes easy if your brand can take time to listen to customers first. By
that brand discovers their problems and the content is therefore tailored to provide solution.
Avoid talking too much about your brand or your expertise as much as I do know the fact that your
brand need to establish the line that your brand is worth their attentions. This can make your
brand's efforts become suspect. Your customers want educational content without initial marketing
spin. The content also has to be compelling, entertaining to earn the scarcest entity on the wed-
time/patience. Great content must guides, clarifies, enlightened and connect. The language of the
content has to be in tune with your industry. Contents that solve problems drive traffic and
increases sale rate.
Social media and content marketing make your clients see your brand as unique resource, trusted
advisor and a brand that makes them look good. This will make them to gladly exchange their
money and loyalties for your commitment to the relationship. When you have so much to give,
they will not wait to tell others about your brand. There are some other factors that come into play
here but let us conclude today's piece by saying that brand has several opportunities when it
annexes the two way communication of mainstream and evolution of new media.
Yinka olaito is a Brand, Public relations expert and Social media advocate. He has gained over
twelve years in the field. He is presently the chief consulting Officer Michael sage consulting,
Lagos Nigeria. He authors The branding Gavel-http://www.yinkaolaito.com an award winning blog.
This blogs has been rated as one of the Top 100 Branding Blogs in the world among others.
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