Albert Einstein, in addition to his incredible scientific discoveries, bequeathed dozens of phrases. “Great spirits have always encountered violent opposition from mediocre minds.” It is one of them, and it shows the reality with which those who dare to travel on a different path from that dictated by the norm and social conventions will meet. Analyze reality or the market, not to emulate them, but to break with a convergent line of thought and add just the opposite, allows for an alternative look, a parallel solution and thus allow the idea of establishing new, more innovative paradigms and according to the demand of consumers and users
Thinking about it is easy, it is true, putting it into motion involves many more risks and dedication, but it is worth the effort when each of the ideas addressed at the time of departure materialize.
The Community Manager Role, even if it has recently emerged and It has become popular in recent years with the growth of social networks, it also has the need to break established rules
In CWT Advertising We collect beliefs or ways of doing things that are natural, and what the counterpart may be instead.
1. The Value of the Hearing.
“You have to be on social media,” is the initial maximum. You have to have a fanpage, you have to get thousands of fans, you must tweet at least 3 times a day, and many more are among the commandments of a good Community Manager. The common place is “the presence in social networks is something that any brand or business must invest to have benefits and avoid generating distrust.”
Breaking the established rules would be to turn the focus of discussion and consider that the genesis could become “What are my goals for social media aligned with the business?”.
According to the company Emarketer, whose specialty lies in providing trends and information in digital marketing, 80% of the specialists begin their task with tactics of capturing likes or subscribers instead of defining specific objectives.
This raises the question of rigor: What should this social media plan have?
As a first step you have to define the scope and business objectives. The “to whom and for what?” When defining objectives, it is suggested between 4 and 8 cascading objectives aligned with the previous information, with their respective tactics for each objective. Finally, it is advisable to define metrics for each tactic, thus closing the virtuous circle of the business plan with the corresponding measurements.
Traditional Rule: Add subscribers at all costs.
Innovative Rule: In marketing also less is more
2. The Anti egocentrism of the promotion.
“Chicago Tribune” is one of the main newspapers in that city. One of its main competitors is the “Chicago Sun Times”.
Daniel Honigman, who worked on the company’s Social Media strategy, took this approach to the extreme, promoting links to the Sun Times within his fanpage. This strategy and different way of doing things, showed its readers that they were “good citizens of the network”, increasing credibility and fidelity with the media.
Traditional rule: Use Social Media to promote
Innovative rule: The importance of knowing how to promote others for their own benefit.
3. Back to the Sources: The pleasure for work.
The Community Management, as mentioned at the beginning of the article, goes from being a profession arising from enthusiasm and innovation, to a career and professional profession in constant rise. In fact, today the educational offer is extensive, many institutions include this discipline, and in Colombia, together with Unipymes we carry out precisely a Digital Marketing Diploma, which includes theoretical and practical knowledge to play this role.
But beyond the educational initiatives, which are surely important to achieve the mass of professionals that this new profession requires, it is essential not to lose the love of the profession in the effort to systematize the task: Enjoy work, know how to listen, communicate, share and reflect they remain the fundamental pillars for this task.
Traditional rule: Generate methodology and rely on Management software
Innovative Rule: Passionate about work and not lose creativity.