How can we work in social media if we show no interest for people, if we don't consider their relevance? How can we be professionals in the field and, at the same time, ignore what happens afterwards? Can we learn to accept change without doing the work, simply expecting applause and a standing ovation? What changes can we implement in the digital world to connect with and change our own audience?
I created the first theoretical social media integration model in December 2009. What I find fascinating is how it has evolved over the years, until now, with 2014 just round the corner.
How has strategic integration evolved?
New skills in an interconnected environment, the adaptation to social platforms, the different approaches to new online tools, the change in strategies and tactics towards further interaction, engagement and the consolidation of relationships, perception and understanding of ecosystems in the social web, and the digital revolution, of course. All of this has made social media integration become a more direct, human and connected model, creating a more powerful social and human web. The start of Human Media.
I have been working for a while towards understanding and figuring out how the new environment works and how a new conception of all the above changes social media integration in the business environment.
The meaning of this
Users generally prefer connections over sales, sharing over creating, resonance over influence and relationships over promotions. This is further amplified by the sheer number of elements that take part in the integration of online platforms and tools in any communication or marketing model today. Platforms that humanise, filter and select contents (content curating) improve the chances of a social object being shared by a larger number of kindred spirits.
Connectivity between platforms results from the users' "shareability" ratio: the more relevant, emotional and segmented the content you share, the greater connectivity you create with kindred spirits (you can call them potential clients or community). This will inevitably lead to positive visibility and will make it easier for your brand to interact with the people in the community to which you have gained access. This generates a continuous feedback flow resulting from the high level of input generated from visibility to a potential audience, connectivity with these persons and the resulting interaction. However, such inputs are meaningless without perception, understanding, assessment, implementation and reaction to the feedback channelled from social networks and from actively listening to these platforms.
It's convergence, it's connection, it's human
Integration converges with an ecosystem that focuses more on connecting with users than on bombarding them with promotions. A good handling and use of the feedback provided will inevitably generate more traffic and trust, as does sharing what you're interested in with your audience (usually as a result of feedback), only that it will also afford you credibility and exposure, and a certain authority resulting from having something of value to offer. Authority is a good thing, something you wish to have. Something which is helped daily by microblogging services, geolocation services and online publication services.
A factor to be taken into account is how, as a result of the emotional, human and relational impact of this economy, platforms remain on the outside of such integration; even in the case of a vital element such as a blog: the effects and properties that favour the people remain on the inside and build a crucial system, a resonance between brands and people.
Is there a happy ending to all this?
Of course! The agents that truly strengthen, influence and act as a lever in this setting and all its different channels, aren't the social platforms or tools. These are only the means towards strategic integration.
How do you think that the social web converges, collides and integrates with this increasingly human and interconnected economy?