In Fast-Moving World of Social Media, Fundamentals Are Key

Over the past 24 months, I’ve written dozens of columns and blog posts on the subject of social media. Looking back through the archives, I noticed that early on I focused mostly on the tools and platforms, but as time went by I began paying more and more attention to the basics. It’s not that the tools aren’t important — but without an understanding of the basic fundamentals that make social media work, it simply doesn’t.

My 40-mile commute to and from work each day gives me plenty of time to think about what drives social media success (when I’m not listening to WordPress podcasts), and my drive home from work last night left me thinking about three critical ingredients:

1. Content and value — provide something of value and people will come. Continue to give them what they need (or want), and they’ll come back — again and again.
2. Do unto others — treat people the way they like to be treated, and they’ll ‘like’ you. They’ll say nice things about you and your organization, and they’ll go out of their way to help you succeed.
3. Be open — this one may need a little refining, but I think it’s pretty important. Be open to suggestions, help, new ideas and different ways of thinking.

Each of those three ingredients could easily be the subject of an entire column, and I believe the first item has been used more than once. The reason I keep coming back to these basics is simple — I continue to see businesses and individuals ignoring them, while trying unsuccessfully to perform magic with Facebook, Twitter and other types of social media.

For those of you who simply want to learn a new social media technique or trick, fear not. I’ve got plenty of those, and I’ll continue to share them in the coming weeks and months. We’ve got plenty of time.

As someone who works extensively in the field of social media and public relations, I have the opportunity to work with a diverse group of clients, including hotels, hospitals, schools, banks, real estate developers and more. I am constantly reminded of the fundamentals as the members of our team look for ways to help our clients reach their marketing, public relations and advertising goals.

Regardless of whether we’re using traditional media or any of these new-fangled social media platforms, good content is the fuel that drives results. To qualify as good, content must pull people in, because the days of pushing your audience are through. Content can be funny or educational or interesting — but it must attract people or it falls flat. This is true everywhere — on the radio, television, YouTube, Facebook, Twitter, and your website.

As important as great content is, there is no substitute for great products and great service. Give your customers the experience they are looking for, and they’ll create much of that content for you. They’ll write blogs, post photos, and make videos — they’ll tell the world how great you are. On the other hand, give them lousy products or service, and it’s just not a pretty sight.

As you negotiate the ever-changing landscape, remain open to opportunities — they’re everywhere. Multiple social media platforms, combined with traditional forms of communication yield many opportunities. Be flexible, and aware of what’s out there. I believe the current environment is filled with people who are willing and enthusiastic to help — if you let them.

 

 

 

 

 

 

 

 

 

 

 

Westchester Social Media Scene — One of the ways I stay involved in the local social media scene is by running the Westchester Social Media Facebook page and writing blog posts and columns about local businesses and individuals effectively using social media. Recently, while doing some work for Friends of Westchester County Parks (a client of the firm I work for), I noticed a Twitter post by the Gerard Carelli Orchestra. I immediately remembered having seen the band play at the Westchester County Music Fest July 3 at the Dam Plaza in Valhalla (they were outstanding).

The Twitter post contained a link to the Gerard Carelli Orchestra blog, and the blog contained great photos and videos.  Subsequently, a dialogue began between the The Friends of Westchester County Parks Facebook page and the band’s Facebook page. That led to a phone conversation between Gerard Carelli and me, during which I learned that he is not only an extremely talented musician (amazing trombonist and vocalist), he is a fast-learning social media practitioner.

Carelli said his band uses a variety of on-line technologies to stay in touch with its fans. “We have a lot of people we’ve played for over the past 20 years, We want to be first in their minds when they are looking for a band.” The band launched its first website 15 years ago, and is now active on Facebook, Twitter and with its blog.

Carelli recently made a social media presentation to members of Local 802 American Federation of Musicians, of which he is a member. “To a lot of people, social media is overwhelming. They don’t know where to start. I tell them to do it a little bit every day. Carelli also insisted on giving credit to an employee, Kim Eaton for leading him into the social media arena. “I owe a lot to her, she’s been working with me on this for seven years.”

On a different note, I won a $5 Dunkin Donuts gift card yesterday by correctly answering a trivia question on the Westchester Toyota Facebook page (I donated the card to their charity fund-raiser to avoid any conflict of interest). This is just one example of how a business can put a page to use to engage fans. Westchester Toyota lets fans choose a charity each month to receive a small portion of the selling price of each  car sold. This month’s charities are Gilda’s Club Westchester, Music Conservatory of Westchester, and Child Care Council of Westchester, Inc.

Chris S. Cornell is the Director of Social Media at Thompson & Bender — a Westchester-based PR, advertising and marketing firm. He manages several online communities, and consults, speaks and writes about social media. You can follow Chris on Twitter, or join the community he manages on theWestchester Social Media Facebook page.