Being raised around and in a global PR family business as well as working in the field for most of my childhood and adult life has made me the social being that I am today, and for that I am grateful. Taking my experiences and being able to work with premium clients around the globe on their public messaging has been tremendously rewarding. Having PR in my blood, my every thought, helped me naturally shift when social channels started to pop up beginning with AOL in the early nineties. When I first joined AOL in their beta group (many years ago), my intuition helped paved the way for my transition into what we now refer to as social media.
Over the years social media has disrupted, evolved, inspired and forced social and public change. In my opinion, what most people have failed to realize along the way is that social media is not just a form of marketing, it is a way of life…a way of doing business and being socially responsible. Although we are all comfortable with the coined “social media” or “social marketing” references, these terms no longer serve true in the digital marketing space today.
Let’s visit this for a blog post and break it down-
Noun: The action or business of promoting and selling products or services.
(Starr’s note- being social is not about selling products or services directly, it is about listening, getting to know and responding based on behaviors, interest and needs/wants)
media- plural of me·di·a
Noun: The main means of mass communication regarded collectively: “the campaign won media attention”.
(Starr’s note- social is not about mass communications collectively at an impersonal level, it is about winning your customer/audience attention- so should we call it social audiencing? Starr English)
Adjective: Of or relating to society or its organization: “alcoholism is a major social problem”
Noun: An informal social gathering, esp. one organized by the members of a particular group: “a church social”.
Social fits and still rings true, as brands, we should aim for social movement, change, education and connection as well as gathering. Being social is not about selling products and or services, it is about movement and change, your social involvement for the most part will prompt loyalty and purchase as an end result, however being social is about being a movement (whether you are a leader, driver or participant). Social media and social marketing are not the correct approach when describing what a social brand should be and do. Social Relations- or to relate socially- is not only the goal but the absolute.
Thoughts? Agree? Disagree- please do share.