I was asked last week during a coaching session by an auto trader....if social media was a vehicle what would it be?
Often people go for beauty over form or speed of communication....but with social media you need to be able to react to the consumer terrain. The consumer is out there in the market, your job is to reach out to them and take them with you on your brand journey.
The question made me smile...such a simple question.....but don't the simple questions make you think more?
After thinking about it...I went for a Land Rover or Jeep.
Why a four wheel drive?
Because it needs to be
- manoeuvrable yet sturdy. It shouldn't be a fixed message but reacting with the consumer landscape, yet always built on brand values.
- it's not about beauty it is about relevancy. It isn't about the bells and whistles, it is about the messaging.
- it needs to be able to navigate bumps in the road. Social media by it's very nature brings feedback, it is brings openness and with that you will sometimes get it wrong, sometimes get negative feedback...
- it needs to be reliable and not let anyone down. Social media is built over the medium, long term. It must be consistent, regular and is not a short term adrenalin rush!
What choice of vehicle would you choose and why?