How Do We Keep Social Media Alive and Well?

Isra Garcia
Isra Garcia Digital transformation marketer and new media analyst, IG - Empowering People, Business and Communities

Posted on December 18th 2013

How Do We Keep Social Media Alive and Well?

During the closing event at the Madrid Music Days last week I stated my opinion, with reasoning and examples, that social media marketing as we know it is coming to an end. I revisit here four of the most important points of my speech about what we can do so that Social Media doesn’t die. (Note: this won’t prevent its evolution.)

Before I die...

What needs to be done in Social Media so it doesn’t die?

This is the approach we’ve been working on for the past two years, and it is working.

1. Social platforms are communication and marketing channels and, as we’ve proven, are still viable sales channels. However, they need to be led correctly. They need a coherent strategy and execution that focuses on results, on connecting with our community, therefore creating certain resonance with our people in a dynamic, interesting and brilliant way.

Social Media doesn’t create a different world; neither does it invent or define. This is something that only comes about with an idea, initiative, project or business. At the end of the day, it’s only marketing through a new means of communication. Navigate your project or brand through these channels, seeking a clear, defined project. Do so without losing track of the people because, most of all, you need them right now. The value you provide is the value that the world will give in return. 

2. Symbiotic models have always worked best (except in the case of Spiderman and his alter ego). Throwing conventional communication and marketing out of the window was, still is and will always be a dumb idea!

Look for a cross media strategy. Traditional communication isn’t dead, PR is extremely useful for word-of-mouth, there are still a variety of offline means to cross over to digital communication. Use what you do well out there, such as sales, to bring your customers to your company blog or to have a 24/7 customer service over Twitter.

3. Companies that claim to care about people but who can’t be bothered to interact with their buyers can ignore all of this. We’re ignoring you in one way or another.

Ask, listen, do something with all of this. Look out for conversations, take part in them. Recommend services that are in line with your audience, become “the person to turn to if I need something” and let the results speak for themselves.

4. If you want to use the social web and the great opportunity that lies therein, at least attempt things, learn from them, fail often, experiment, fine-tune, use any feedback you get, be creative and try something different; all of this before, during and after using social media. There’s no other way. That’s my recipe to get to where you’re so good that no one can ignore you.

Should you advertise on Facebook? If that’s your concern, there’s so much more you should be concerned about. Is being on Pinterest worth it? Who knows. Should you programme your tweets? Have you ever tried this and measured the results obtained? The only way to get an answer to these and many other similar questions is to just go for it and try it out. You need to work with the social web thoroughly to understand what works and what doesn’t. The best –or worst– thing about this is that it’s a day-to-day job. What worked yesterday may not work today, or what works today may not work tomorrow.

The direction that such work is taking means that if you want to make the social web to work for you, it must become a part of all your business processes. It’s not less important but, rather, the driving current. The work you carry out is part of your marketing, your customer services, finance, internal communications, human resources; it’s part of your company's model. It’s a part of it all!

What else needs to be done here? What’s your role?

Photo credit: Clint McMahon.

Isra Garcia

Isra Garcia

Digital transformation marketer and new media analyst, IG - Empowering People, Business and Communities

Marketer, digital transformation and new media advisor, speaker, blogger, educator and an agent of change.

Social Media Today's Best thinker member. Isra is the creator and author of the paradigm that has revolutionised the social media: Human Media and also founder of Stand OUT Program, Engage Worldwide and Principal at IG.

His blog on Social Media, Marketing, disruption, lifestyle, new perspectives, productivity and change is visited by more than 110,000 people every month. Only 31, Isra has taken part as a TEDx speaker on two occasions and has participated in more than 270 industry events as speaker. At 27, he started his own agency, and has worked as consultant and analyst on new forms of online communication and marketing for other agencies and brands such as EMI Music (Spain – Portugal), BlackBerry (UK – Ireland), MTV (UK), Pioneer (UK) and blur Group (UK – USA), Amnesia Ibiza (Spain) and Music On (Spain – Italy). He has been the promoter of MONK (UK – Italy – Sao Paulo), the first Human Media Marketing agency, where he worked as Human Media Evangelist and Advisor, and is now involved as head of digital media at Bridges for Music (South Africa – India – Brazil), an international NGO that fosters and encourages change and talent. Isra has also been in charge of Marco Carola’s personal brand as one of the most influential artists in the electronic music scene worldwide. His fast-moving career has always been related to Web 2.0.  Isra´s early work as a consultant, in charge of teams and Social Media strategies for Social Media & Community. These are just a few of the highlights of his career. Undoubtedly, Isra adds a visionary and human-technological way to understand this new environment that the Internet has provoked.

Leaving aside companies, roles and projects, Isra has always been characterized by a thrilling passion for the human side of communication.

Isra writes for international publications such as Social Media Today, SmartBrief and contributed with FastCompany and is a guest lecturer at EOI, Fundesem Business School, Nottingham Business School, University of Leeds and University of Manchester. He is co-founder and organiser of Adictos Social Media and "Internet Changes Everything."

Isra is a 31-year-old visionary and pioneer who has revolutionized the New Media environment with his concept of Human Media based on human business interactions through the Social Web . Isra pioneered how the the new use of online media leverages the Social Web through human relationships, Human Business Interactions, connectivity, feelings, resonance and of course people. Specialized studies in Spain, UK and USA represent the base for his international career. Isra was recently on TEDx where he introduced his vision about Human Media and its impact on brands, businesses, people and the Web.

In only two and-a-half years, Isra has completed two Ironman races and, since last september, he is one of the only 89 athletes in the world that has completed the three-day ultra endurance event, "Ultraman" (10k swim + 420k bike + 84,3k run). He always pushes the intellectual and physical work far beyond his limits.

You can find Isra at TEDx events, presenting his perspective on Human Media, the future of social media, change, revolution and disruption. Also, in his Spanish blog http://isragarcia.es and international site http://isragarcia.com.

“Writing about oneself is infinitely more difficult than writing about anyone else. You’ll find that the story you thought you were telling people isn’t the story that people perceived.” Isra García.

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