One of the biggest challenges in 2009 is executing strategic approaches towards community conversation versus publishing content mechanisms. Specifically, many communicators feel the need to sell a Facebook application, a Twitter account (though you should own the organization’s brand name), publish a YouTube channel, create a blog, etc. The end result creates social network litter, leaving companies with failed or semi-dormant properties across the Internet (original image by kikisdad).
Instead, the right strategic approach remains the community. By closely following the actual people, the folks who are driving the and participating in the relevant online conversation, enterprises and organizations can build an intelligent strategy.
Real activism and marketing occurs when there is a compelling conversation and intelligent calls to action that encourage further engagement. Really understanding a community and becoming a populist is essential. That engagement can range from petitioning and purchase to intangibles that you could never expect, all of which creates tangible by-product called ROI.
The tools used to get there often include several channels, from Facebook and Twitter to YouTube and Flickr, as well as relevant blogs, subject specific social networks, and bulletin boards. But the tools adhere to that higher community strategy, otherwise organizations are simply single track publishing, a dangerous proposition that can lead to social media litter.
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