Haiku Branding: Keep your message concise for new and traditional media
The New Media Revolution will not be televised ... because Tweeps are getting there first. What does this mean? While the basic approach to branding a business, product or service in the 21st century remains the same, recent developments in technology have drastically changed the world of communications. Enter the likes of Facebook, Twitter, Yelp and YouTube and their transformational impact on media and marketing.
Why should you care about social media? Because it’s personal. People want to know as much about your unique story as you’re willing to share, and social media encourages a more direct interaction with consumers. For the wine industry in particular, effective social media strategies are paramount in enhancing direct interaction with consumers, which begets loyalty and increases direct-to-consumer sales.
Consumers are now intent on interacting with the “source” of messaging (i.e. you). They want to engage in a meaningful “straight from the horse’s mouth” dialogue about what sets your brand apart. Today, the populace controls the message.
Social media as artillery
If Facebook were a country, it would be the third-most populous nation in the world with more than 400 million inhabitants. Add the 30-plus million Twitter users, and you’re looking at a huge opportunity for direct-to-consumer engagement.
Facebook users log an average of an hour a day, and Twitter now generates more than 50 million Tweets a day – is your message in this mix? By creating and maintaining clear and concise brand messaging in the social media sphere, you can cut through the noise and provide information that can easily be grasped.
How does one go about engaging social media-savvy consumers in thoughtful and meaningful discussions about a brand? Begin by developing press materials with an eye toward brevity.
Instead of a long-winded press kit, you need a Media Kit v.2.0 (Twit Kit) – concise informational materials that can be used as sound bites for reposting across various social media platforms. Use Facebook and Twitter as artillery to direct consumer attention to your website, blog or tasting room, where consumers can learn more about your brand. Facebook Fan Pages also allow consumers to interact with each other, and your products, in a branded business environment. This results in spontaneous content that strengthens consumer ties to your brand.
Embracing the differences
Simplify your message. Successful branding depends upon how well your audience can understand and redistribute the essentials of your brand with both traditional and social media. Effective social media strategies utilize redundancies in disseminating the message. Maintaining concise and relevant communication engages the interest and support of social media “influencers” across multiple platforms. This ensures your message ricochets through the blogosphere, gathering the momentum of an avalanche.
But don’t throw the baby out with the bath water. Traditional media still hold tremendous sway. Most have made the transition into social media and can be reached through Twitter and Facebook. Access to them is now possible through comments on their blogs, in which they can be engaged in meaningful discussion pertaining to your brand and its relevance to the news about which they are writing. Social media enhances, not replaces, traditional media.