Off-Piste

Notice anything interesting about the ads during the Olympics? Tech trend blogger and Forbes.com columnist Steve Rubel did. He noticed when pen-maker Uniball wrapped up its ad by asking viewers to check out its Facebook page. Instead of driving the audience to the company website, the commercial was pushing people to its booming social network presence.

Money quote from Mr. Rubel:

” . . . a controversial shift is underway. The trusty dot-com URL, at least its role in marketing, maybe dying. Some companies are de-emphasizing spaces they own, like their web site, in all of their ads. Instead, they’re pushing people towards spaces they rent where people are spending time – e.g. their Twitter, YouTube Facebook hubs.”

We’ve been crowing about participating in multiple online platforms to create your “web presence” (see our last e-newsletter for specifics). The trend Rubel introduces is telling. Don’t just ask anonymous audiences to visit your site. Invite them to join a thriving online community offering ample interactive opportunity. And free stuff doesn’t hurt either.

Well, it’s as big of a deal as you make it. But the point is that mere presence does not constitute influence. If you’re a tween obsessed with Twilight, tweet all you want about what your cat is doing and how your parents are lame and what’s on your latest playlist.

But if you’re a business looking to get some mileage out of social media (not just picking on Twitter exclusively, though explaining its benefits prompts the most head-scratching from many) you need to concentrate on substantive content. You need to offer intrinsic value.

We’ve been in conversation with more than a few professional peers who get all wide-eyed about participating in any number of social media platforms. What’s frustrating — no, infuriating — is that too many think the game ends when you simply step on the field. But that’s barely the beginning. These folks are missing the bigger picture. Channel isn’t strategy; it’s just another outlet.

Now, the mission is to use these social media tools effectively. How? By pushing out credible information, whether self authored, found through sources you respect, or (ideally) a well-syncopated combination of both. You need to engage your audience, ask them questions, offer up free expertise, etc. Then, and only then, with extreme discretion, would you push something self-promotional or self-congratulatory.

You’re trying to cast yourself as a reliable source. That’s how you’ll build a following. You want to tell people how long the line is at Starbucks? Fine. Expound on the antics of your toddler? Your choice. But if you don’t mix in a juicy dose of valuable insight and information, I’ll un-follow your inanity faster than a Jersey Shore spray-tan session.

One of our constant challenges is getting traditionally minded clients to try social media strategies. We’re not advocating that they become Tweeting fiends or arrange flash mobs, but we do speak passionately about creating and participating in relevant online communities.

We had a bit of a breakthrough with one client recently, who has been reticent to set up a blog; we think it would be an ideal way for the company leadership to share perspectives on current events — something that could easily transition in to their gaining recognition as industry experts.

Busy as top brass often is, the idea of blogging — even weekly — seems intimidating. But just because you’re not sitting in front of a keyboard doesn’t mean you stop having brilliant insights. As we discussed the relatively low amount of effort required for blog buy-in, and the correspondingly major amount of recognition it could propel, somebody said, in so many words: “We have these great ideas and opinions, we just need a way to get them out there!”

Jaw – floor.

Exactly. You already know that you have tremendous insights and that people welcome your point of view. So think of your blog as that chance to share those perspectives, to rant, rave, and even ramble. Don’t sweat perfection. It’s not a white paper. It’s a much more personal, and therefore genuine, outlet.

Most company leaders, in our experience, are tremendously bright and articulate. They have no problem bending your ear during an elevator ride or on the putting green. They’re comfortable with their authority and confident in their expertise.

Now, they just need to embrace the idea of giving everyone easy access to it. We think they can.