Psst! Both your brands AND your social media programs must provide distinct sets of value to your markets. Yep, Both.

A social media presence is important for today's brands and yields various points of ROI for brand marketers. (I've published an exhaustive (!) list of the many value points here.) But still there seems to be a big enough misunderstanding by enough companies, that it warrants some clarification.

You see, it’s not only how your brand creates value for audiences offline but how your social media initiatives and involvement creates value for audiences ONLINE. Value that complements your brand's value proposition... but value that is both separate and distinct.

In fact, your audience should receive value from your social media programs even if they do not purchase your brand. Why? Because that value will encourage them to discuss, recommend and perhaps even purchase your brand.

For example, if I visit a blog by, say, a professional services company and it provides me with thought leadership--be it a new methodology, new viewpoint or new set of tips for handling age-old challenges--then I have received value from their blog (and I might even hire the company or refer the company to others).

But if that blog were merely a regurgitation of their press releases and product pitches? Then I would receive no value (and their perception would decrease in my mind). No-brainer, right?

Wrong.

You'd be amazed how often brainy companies blunder this principle.

If I go to a brand' "fan page"--that is so static it's the equivalent of signing up for a sign post--then their presence offers me no value. Zilch. But if, I go to the new "My Starbucks Idea" program where fans can submit and vote on ideas with other Starbucks fans, then I have received value. And I also receive separate-but-distinct value through the Starbucks products that I purchase offline (yes, the value is much-needed caffeine to jumpstart the day disguised in yummy, high-calorie coffee confections).

But I don't need to purchase the BlendTec products in order to wholly enjoy their campy "Will It Blend?" video series. (And lookie there, I just talked them up even though I'm not a customer!)

Moreover, I get value from the lessons learned vis-a-vis purchasing a MarketingProfs Premium Content membership... and I also receive daily tips from MarketingProfs' free blog. Additionally, I'm provided value (that's separate from their premium and free content offerings) from reading through and adding to MarketingProfs free "Addictionary." 

Now, this principle naturally begs the question: What type of benefit(s) should our social media program provide our markets? It's a case-by-case answer and a core part of your strategy as the benefit could be to offer knowledge or a functionality that makes an everyday task (or job) easier, provide a platform for them to find others with like interests, connect professionals within the same industries... or beget several other benefits (many of which are detailed here.)

It's very much contingent upon your company's area of expertise, your brand's personality, what benefits your competitors are offering and, most important, the needs and wants of your markets.

All told, in the past our value resided in our products and some of our promotions (think events, free samples or funny ads), but in the present our social media programs must provide a clear and distinct value all their own. Thus, there are two (TWO!) distinct types of value that companies must deliver upon for their audiences: the (1) value inherent to their brands and the (2) value inherent to their social media initiatives and involvement.

Are these sets of value complementary? Absolutely. But they are absolutely separate and distinct points of value from one another. Now, go forth and create double the value... and your results will double, too.

Psst! Here's a social media planning checklist that might help you in planning your initiatives.

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Comments

[Sparxoo]

Interesting. To your point about regurgitation, it's important to find how your product / service can use the brand's value proposition as a springboard to deliver a unique offering online. Often times, brands do not consider the offline customer visiting them in the online world. And though they might have a stellar value proposition offline, they fail to meet the same expectations online. Consistency is paramount in a strong value proposition--particularly in the transition from online to off or visa versa. Great post, looking forward to more.

-Ethan

[Brandon R Allen]

CK
-All excellent points. Companies forget sometimes that dollars follow value. The more value companies can create through giving valuable content online the better the business will ultimately be perceived. It does seem like common sense.