Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Human Media: The Human Approach that Changes the Outcome
Posted on February 7th 2012
Using Human Media means changing the “social” approach that you give to the Web for another more human. It’s simple and effective.
Two Parallel Approaches
In the early times, companies developed a marketing campaign with a liv motiv and claim, and after that they studied whether it worked or not. They practically made a guess on that. The mantra was creating first and then we'll see if the campaign fits, something like: “Let’s try something, perhaps we are lucky enough and we can create value to our clients” a very risky approach – not good.
Human Media makes use of the Web and Social Media, is a new approach towards the connection between business and audience and the consequent relationships. It transmits proximity and appreciation and also help businesses to place themselves next to the actual and future clients so we can understand their lifestyle and identify what really interests them. It’s a way of fitting first and then creating something that it truly creates value. “Let’s connect, meet, discover and then, only then, we will create something meaningful to our clients” a really smart approach – very good.
The Right Approach, the Human Approach
Using this more human and less social approach we will know immediately (platforms and tools allows us to do so) if clients enjoy and are enjoying of your business story, service o product, marketing campaign or even the interaction you created with them. This really makes possible that we are be able to keep drawing (marketing and business campaigns) in the right direction, introducing small changes or yes, even bigger moves, and all that with greater and better maneuverability, adaptability and reach.
Search, Connect, Meet, Consolidate and Traduce
We are mistaken every time we create and look for the audience and market them through Social Media. Search, connect, meet, consolidate and traduce. In other words, work on the people approach, the possibility of monitoring in real-time – react and even anticipate – respond and act accordingly to your audience needs and wants, so later on you can act on constant and small movement bursts, which respond to momentum and conversations of your community. The outcome will be transactions in form of long-lasting and profitable relationships.
Photo credit: ortzadar.