Social media for health brand marketers – forget perfection
To strive for perfection is admirable. But when it comes to social media, it’s a waste of time.
While your efforts need to be grounded in goals, strategy and the social media practices of your health brand audiences, it’s pointless to strive for perfection. Because unlike developing an ad, putting it through focus group testing, and then tweaking to get your “sell and tell” story just right, truly open dialogue is hard to control. Nor do you want to try. Because this means you’re probably lecturing rather than having a conversation.
With social media, take the attitude that you’re always going to be learning, always growing, always adjusting. Follow the lead of your customers. They’ll let you know which content is relevant, and how best to engage them. And how best to facilitate conversations between them.
So, while you consider whether you have a firm enough grasp of the territory, are comfortable with your transparency, wonder whether you’re compelling enough for customers to care about your offerings, don’t contemplate too long. Because the advantages of participating in social media far outweigh the negatives of waiting for “perfection” or not participating at all.
I'm President of Trajectory. We re-energize businesses across the health continuum by helping our clients to imagine and create new value. Before Trajectory, I was EVP Management Board member at Interbrand, the world's most influential brand consultancy. I've also held senior level marketing positions at Faberge, L'Oreal and Beiersdorf.
November 15th, 2009 at 3:43 pm
Great points. It is important for everyone to realize that there are mediums for telling and mediums for listening. Trying to mix the two can often be counter productive. If you are trying to dictate the conversation in your social media efforts, you are missing the true benefit of those efforts…REAL conversations.
December 4th, 2009 at 5:25 am
Twitter Comment
Just do it! RT @Ideagoras: RT @TrajectoryLLC: Social media for healthcare brand marketers – forget perfection [link to post] #hcsmeu
– Posted using Chat Catcher
December 4th, 2009 at 5:33 am
Twitter Comment
Social media for healthcare brand marketers – forget perfection [link to post]
– Posted using Chat Catcher
December 4th, 2009 at 5:34 am
Twitter Comment
RT @TrajectoryLLC: Social media for healthcare brand marketers – forget perfection [link to post]
– Posted using Chat Catcher
December 22nd, 2009 at 9:50 pm
Twitter Comment
Social media for healthcare brand marketers – forget perfection [link to post] (via @ericbrody)
– Posted using Chat Catcher
December 22nd, 2009 at 10:33 pm
Twitter Comment
Social media for healthcare brand marketers – forget perfection [link to post] (via @BrickMktg)
– Posted using Chat Catcher
April 26th, 2010 at 12:26 pm
Twitter Comment
RT @ericbrody: Social media for healthcare brand marketers – forget perfection [link to post]
– Posted using Chat Catcher
August 5th, 2010 at 9:24 am
Twitter Comment
Social media for healthcare brand marketers – forget perfection [link to post]: Social media for… http://bit.ly/9vKwPn #socialmedia
– Posted using Chat Catcher