There is a unified though between communication pros on the unique opportunity that the digital sphere gives us to spread our brand beyond territories and sectors, and within this sphere, Facebook and Twitter are holding engines hardly find others as before: the new kind of fans clubs.
Building a brand club action is not only desirable, but its achievement is shown correctly as relevant commercial achievement, social and institutional. As with other trends, the market is an invitation to take these actions, whose implementation is being developed under the wave model (Ray Noorda, Surfing a High Tech Wave: A story of Novell’s Early Years 1980-1990):
- If you’re riding the wave, stay hard, because you’ve accomplished.
- If you are behind the wave, forget about surfing because you lost the race.
- But, if you’ve rushed ahead and go for it, the wave will pass over you.
As each day comes a new fan club a few weeks left empty and without management or a brand with a presence born twittered that the fifth tweet stops issuing either a new executive blog content remains unchanged, we suggest that this model of Noorda´s technology adoption is completely applicable to corporate communication, where few companies ride the wave.
Focus on the CC, the reasons why companies fail to ride the wave are crystal clear:
- They are quick and are overwhelmed by the wave: are the first to be mounted on new technologies, but lack the resources to manage, plan, execute and measure the benefits of digital communication, giving up this identity shortly.
- Or you arrive late (if ever) to the wave: ie, they underestimate the digital presence of their audiences (employees, customers, suppliers, opinion leaders, media) by not taking the exercise of strategic communication as part of the culture corporate. Thus, it builds a process of digital ignorance about the brand by the public above.
Rather than contradictory, these two business situations facing the digital communication are complementary and can coexist even when an organization makes the strategic communication tactics 2.0.
The problem is in focus. In a strategic definition of the communication, the message flow between the receivers-transmitters (digitally speaking, because all the channels would be dynamic and dual) carrying the corporate identity, where digital identity is a representation of that.
In short, it’s exhilarating to use all digital artillery through a strategic approach from communication.
Of course, if you leave aside the methodical planning, which will result will be noise, smoke and much wasted effort.
If you liked this post, I recommend other related posts: Facebooknomics Social networking laboratory SRM – Stakeholder Relationship Management (Ignacio Prieto) El valor de la Red (David Soler) Lo que no sabes de Facebook y de Twitter (Gaby Castellanos)