SOCIAL NETWORKS VS. SOCIAL MEDIA / by Philip Wetterhorn

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THE BIGGEST CHALLENGE for BRAND OWNERS AND MARKETERS

Here's why your (traditional) Brand and Marketing strategy won't help you in a Networked Economy:
Networks are horizontal. Brands are Vertical.

Solution

  1. Identify a purpose/cause that makes both ethical and commercial sense for you to care for.

  2. Transform your brand into a community to support that purpose/cause
    (Hint, just because you have followers on social media doesn't mean you have a community)

  3. Replace your competitive analysis with a collaborative analysis

  4. Identify and establish community-focused objectives and metrics (Conversation > Attention)

  5. Replace the Marketing Manager title with Community Patron

  6. Reframe — replace social media with social network
    (social networks are the human ingredient in digital)

  7. Unlearn Campaign and content planning. Learn to love conversation, foster community-initiated, generated and collaborative activation (It’s a constant flow, it never ends)