This month, my article “The Science of Social Media” was published in Marketing Magazine (August 31, 2009 issue).
To download a copy (scanned) click on this link:
The article explores some of the scientific processes (within the bounds of one page!) that have helped drive the growth of social media platforms. It also puts these phenomena in context for marketers – in a brand strategy, what are the components and activities that create the right elements to connect and resonate with an audience?
While it is my sense that social media does present some opportunities for adding “viral” components to campaign, any foray into the use of this medium will need to be considered within the overall campaign strategy and media mix. For those products and services that can benefit from a social media component in their marketing mix, use of this medium and a provocative approach (grounded in authenticity and imagination) can be a key brand differentiator in the promotional clutter.
Further, while marketers are seeking innovative approaches to communicate the unique aspects of a brand via analogies typically derived from popular culture (e.g. movies, music and books), I believe new approach to marketing also needs to be multidisciplinary. Beyond the basic need to build and sustain relationships (our social drive), it is scientific processes that reinforces these connections.
So, for your next campaign, tap into mind of the gal down the hall who has a physics degree and the guy over in IT with an anthropology degree. By tapping into different disciplines we can explore means to establish conditions to enhance the “stickiness” of brand communication.
Note: While this article was published on August 31, 2009, the preliminary draft was submitted to Marketing Magazine’s editors in May 2009. While this area is evolving rapidly, we attempted to maintain the integrity of ideas presented and retained examples as they were originally submitted.