Good question. Tricky answer.

I tend to follow the belief that social media works in three forms:

1. Socially – friend to friend
2. Promotionally -as a tool, in conjunction with an overarching promotional campaign
3. Proactively – a way to reach out, and build your brand

Let’s take a minute and go through each one of these, albeit at a high level.

Socially

This one is pretty self-explanatory. Essentially, social media works great for friends to connect with other friends, exchange notes, and share photo’s. At it’s root, this is what social media is all about. And it works brilliantly this way. The tricky part, is how does a brand insert itself into this picture, and leverage the potential opportunity successfully. Hopefully, that makes a little more sense in the next two points.

Promotionally

I think this is where social media really gets it’s best use, from a brand perspective. When used as a communication tool, in conjunction with online advertising and marketing initiatives – geared towards a given objective – social media provides a solid foundation to insert ourselves into our consumers’ lives (in an non-salesy way).

Proactively

Whether you’re a brand looking to field nasty “tweets” (a la Comcast), provide information (like Wachovia), or a sports figure looking to provide inside information to your fans (@martinhavlat), social media provides a bedrock of opportunity. You’ve got a quick way to access key segments of your target audience, and speak to them directly, in a casual environment.

The point here, is that social media isn’t a tool to make money. Rather, it’s a tool that poses as a doorway into the lives of consumers. When used properly, as in the points mentioned above, it can prove to be a highly valuable piece, to a rather complex puzzle.

I can’t help but agree with the statements made in this video. Indeed social media is more than a fad, rather it’s a complete paradigm shift in how we as human beings communicate with one another, and it’s here to stay.

Advertisers and their agencies have long wondered whether current research methodologies, that focus on asking respondents questions about commercials or advertisements, force overly-logical, or critical responses, while neglecting emotional or sub-conscious responses.

Martin Lindstrum, author of “Buy-ology” and others, have attempted to look beyond the conscious brain into the actual electro-chemical activity within the brain/body to determine what really motivates human behavior. I’ve attached links to Lindstrum’s YouTube video and those of three other companies below. If you are interested in the role of emotion and the sub-conscious in advertising and brand decision-making, I think you’ll enjoy them.

Buy.ology by Martin Lindstrom

Michael Brammer, consultor in Neuromarketing

Coke “Heist” Commercial Analysis

The Morrison Agency helped Aquilex identify a compelling brand position and value proposition and created a plan to launch the new brand internally and externally. The launch included coordinated communications to all employees around the world, followed by a communications program to key customers of each business unit. In support of the launch, The Morrison Agency created a new corporate identity, new sales materials, and launched a brand new website www.aquilex.com.

The rebranding initiative consisted of the following:

• Company Naming
• Positioning and Value Proposition Development
• Graphic Identity
• Website Design and Implementation

Check out the new Childs Advisory Partners brand at www.childsadvisorypartners.com.