Oh, the irony.

When something strikes us as something other, or something opposite, than what we thought it should be--or what we projected the outcome would be--it takes us aback. Because it's ironic and that's the effect that irony has upon us.

Sometimes irony makes us scratch our bewildered heads... other times, it's embarrassing and we want to bury our heads in the sand... and yet other times it just gives us a really good giggle. One thing is sure, we don't soon forget irony because the sheer peculiarity of these moments and mishaps land them a permanent place in our minds.

It's like the universe reminding us that we can't be set on autopilot, lest we get served these *gotcha!* moments that catch us right when and where we least expect them.

And that brings me to Web 2.0 (aka "social media"), which is not just the most social of all media, but also the one most laden with irony.

Having been involved with social media for several years, I thought it high time to illuminate some of the most notable ironies that have surprised, startled and taught we marketers just how complex marketing can be when people, profit-seeking companies and new technologies converge. Oh, the irony indeed.

#1: Far from new, social networking is as old as the hills (WOM, too).

Social networks and communities aren't new. Not at all. They have been around since the dawn of time... well, perhaps I should say since the dawn of man (I'm not sure if single-cell amoebas socially networked, but perhaps dinosaurs did). In fact, a great deal of what makes us human is our core need to connect with other humans. And as social creatures, we've been connecting offline through communities, groups and clubs for centuries.

Now we stand at the 21st century empowered by technologies that support our needs for connection and community in entirely new ways. Since we're enabled access to the World (Wide Web), communities no longer need be restricted to only "local" members. Boise, Belgium, Britain or Bombay, no matter, so long as members have a computer and bandwidth we all meet in the same "place" online. Equally fascinating, is just how vast, and seemingly infinite, the range of areas and interests around which communities form. Spanning professional interests, personal hobbies, deep-seated beliefs, entertainment preferences, political leanings and scores more... if there's a common interest there's a community at play, or one that will emerge in due time.

As for WOM? We humans have been doing that forever. Remember that to-die-for, big-hair Boy Band you talked up to your friends when you were all of ten years old? You were WOMming back then, it was just in person and to a small group of friends. Now, through social media, WOM has a global reach and can be amplified more efficiently to many, many more people. (Yes, tweens are still talking up Boy Bands but their WOM is now heard 'round the world. Sigh.) Thus, the technologies are certainly new, but the behaviors inherent in communities and WOM are anything but.

#2: Simple, sure. But not at all 'easy.'

Social media are the simplest tools to access, but it is the hardest set of media to truly grasp. Due to low barriers to entry—a la “You can launch a blog within minutes, and for free!"—it's a breeze to employ these tools. But it's nowhere near easy to understand the best practices, unwritten rules and audience sensitivities that are absolutely critical for success when using these tools to market your brands.

Why are these media so complex? Because the "rules" change much of what we've learned up 'til now--like letting go of full control over our brands, having consumers, not companies, in the power role and learning all new ways to communicate with and approach our audiences. So don't let the "ease of one-click publishing tools!" fool you into thinking this is easy child's play. Quite conversely, social media is a tremendously complex set of media that takes strategy, sensitivity, time, creativity and trust. Thus, no shorcuts here (and those that take shortcuts frequently wind up with buzz of the very unfavorable brew).

#3: Social media isn't about technology, it's about people.

Amid all these new-fangled tools and cutting-edge technologies, I remind companies that *people* are on the other side of those comments, and naturally want to be treated as such. With Web 2.0 it's just far too easy to get sidetracked by all the technology and forget the humanity. But the reason that people are using social media isn't because the tech is cool, it's because they’re finding other cool humans with which to connect (see point #1).

Thus, if a company wants to connect with humans, they need to be (and act!) more human, too. Otherwise, just like a lifeless ad your brand is going to be ignored. Or worse, mocked! In other media you've worked tirelessly to build your brand's personality, but in social media you'll be relying much more on your own.

#4: In "joining the conversation," marketers get the furthest not by talking, but in shutting up.

Not necessarily every marketer needs to blog, tweet or Facebook. They might not be able to create interesting content or their promotional efforts might be better served through other media. But every marketer--yes, every single one--should be listening to and monitoring online buzz. What does that mean exactly? It means that marketers are responsible for monitoring conversations about their brands for overall sentiment, recommendations for improving their products and ideas for creating altogether new ones.

And that's only the half of it: you also need to be monitoring for buzz on your competitors, as well as insights on trends emerging in your industry and shifts in your market segments. Monitoring tools automate this process so that brand mentions come to you, and in near real time.

The practice of listening necessitates relentlessly monitoring online buzz and establishing strong processes built around the (1) gathering of information and (2) analysis to turn that data into intelligence you can then use to better your brands, communications and marketing programs. So participate and explore these new media, but place listening as your top, yes top!, social media priority.

#5: Negative feedback (gulp!) can be one of the most positive gains for your brands.

No one likes a bad review. After all, our jobs are to delight and thrill our audiences--and bad buzz is posted in public (gulp!). But it's important to understand that critiques and complaints, if they do surface, might be doing you a big favor. Why? Because the information can help you improve your products, communications, customer relations and programs. And remember, if people are expressing dissatisfaction with your brands online, they're also doing so offline (so now you can hear what they have to say).

Moreover, if you address your critics with an open mind and open ears, it can help you build trust, credibility and relationships--and your high level of response will be posted in public, too, and help to thwart the negative buzz. Your response shows that you're reaching out to your audience and working with them to improve their experience. Just as it's a core need for humans to connect, humans also need to be heard. So hear them out; even when it's hard to hear. Then use the feedback to improve, which will pave the path to more positive buzz.    

#6: When people are chatting up your brand, your brand is not always invited to the chat.

This is a case-by-case--er, convo-by-convo--scenario if ever there was one. Because in some cases, be it on their blogs or social networks, when your markets are talking about your brands they are working to get your attention. Yet in pretty much equal measure, they're "talking amongst themselves" and your joining in would be perceived more like... butting in.

It's not like they're talking behind your back, it's just that they're deep in a conversation and want to feel as though they can speak freely. But they may not feel so free once you've dropped in. The methodology here is that you'll need to be monitoring the Web (see point #4) to be alerted when these conversations are taking place, and then you'll need to read through these exchanges to understand if your involvement is needed, and wanted.

Sometimes it's also helpful to drop them a note, or a comment in the conversation thread, several days after the conversation has ended to let them know that you heard them and are happy to discuss any questions, concerns or suggestions they might have--if indeed, they would like to discuss since it was their discussion (not yours).

#7: The single best shot at getting gobs of WOM is by creating products that are actually WOM-worthy. (I know, go figure.)

This one's not so much ironic as too often misunderstood. If a person is delighted with a "thing," be that thing a terrific book, a groundbreaking TV show, a delicious restaurant, a thrilling theme park or a software program that saves people time and money, then they're naturally inclined to tell others (WOM!) how much it resonated with them, and why.

But fret not, the product doesn't always need to deliver a change-the-world benefit to yield WOM. It can solve a basic problem, which makes people grateful that their problems are no more, and again, that level of satisfaction will encourage them to tell others.

Now, does having an exemplary product mean that marketers don't need to implement any other marketing programs? Not at all; you most certainly need to let audiences know that you exist and you likely exist in a sector that is rife with competition (thus, your competitors also have good products and a strong marketing plan).

What it does mean is that now, more than ever before--because people also voice their deep dissatisfaction with things over social channels!--marketers need to develop and maintain unique brands that are high in value, and accompanied by excellent levels of customer service. (Too many brands soar on quality, only to sink on customer service.)

Thus, this level of product quality is your new transparency and accountability, which only serve to push you and your products to greater heights. Oh, and just as listening (point #4) is your top social media priority, product value and experience is your top marketing priority. Period.

#8: In a Web 2.0 world, the biggest change for marketers doesn't take place in their use of media--the biggest change occurs in their minds.

With traditional media, companies had all the power since the use of those media were limited to but a few. After all, old media were one-way vehicles (company to consumer) and tremendously expensive (vs. free) to employ. But no longer. In this era, unlike all others before, markets don’t need to wait on marketers to start using these media, they've been doing so for years.

Thus, the biggest learning curve for companies is not in understanding how best to use the new tools for marketing purposes—or understanding the many best practices. The biggest adjustment (er, SHOCK!) for companies is accepting and embracing that consumers, not them, now have the power and thus, set the rules. So these new media place us in a new world where an entirely new mindset is needed... but once you make the shift, you'll be of a better mind and your brands will be more relevant and better poised to reap more ROI as a result. (I promise.)

Got Irony?

I’m sure there are are more social media marketing ironies that I’ve missed (which, in and of itself, might qualify as ironic!). If you've got any ironies to share, let's hear 'em...

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Comments

[Penina]

AWESOME overview, CK, although I can't shake the feeling that I'd use another word besides 'irony'… just not sure what! Paradox??

I took a stab at some of these ideas awhile ago in a post titled "Creating Community is Like Childbirth (a Little)" (http://fantastic-machine.com/penina/?p=103 ), but it doesn't nail it nearly as effectively as yours.