BUILDING BRIDGES

We all know how amazing social media can be. We use it to enhance our daily conversations with our friends and family, and even strangers. It’s easy to understand how social media is used in our personal lives. It is harder to understand how and why businesses and organizations use social media. Here’s something I’ve learned on how to visualize corporate use of social media.

Social media is a wooden rope bridge, connecting the seller to the buyer and vice-versa. Web 2.0, the social media infrastructure, acts as the individual planks of the bridge. Social media strategy is the rope that binds it all together. Companies are now building these social media bridges to connect with consumers who were once too far away or disengaged.

In the ‘Fashion in Social Media’ blog post, “French Connection and Youtube“, Liz Bixby shows how a clothing company uses Youtube as their social media “bridge.” The social media strategy, or the “rope” of the bridge, is usability. Youtube has allowed French Connection to integrate a “buy now” click option in their Youtube videos that will lead the customer directly to their online store. With the help of Poke, website designers, and the “planks” of the bridge, French Connection is the first brand in Europe to have done this and they are calling it a “YouTique” – Youtube boutique.

Another company that has strengthened the Youtube bridge with the rope of usability is IKEA. In the ‘Hospitality and Travel’ blog, Gina Cook shows how “IKEA Gets Personal With New YouTube Tool.

Many companies hastily build these “bridges” to connect with their consumers and do not take the time to carefully consider which planks and ropes they should use. When a company builds a reliable bridge, consumers will want to cross it and enter your playground. Just make sure that you maintain your bridge on a daily basis, because one loose plank or fray in the rope can ruin the entire experience.

-Brian Scholl

Advertisements

~ by goodpackagedconsumers on October 29, 2012.