The dictionary defines creativity as simply the ability to create, and Wikipedia defines Social media as the use of web-based and mobile technologies to turn communication into an interactive dialogue. Now you try and merge both of them and it does not make any sense, well, at least not to a lot of people. Social media and Creativity are not mutually exclusive but are really inseparable. Here is how.
Not a Number Game
Firstly, what everyone needs to do is to clear out the misconceptions about Social Media. Social Media is not about the number of likes on your Facebook page or the number of followers on your Twitter account. Nor is it about cutting edge or breakthrough technology either. It’s more about sociology.
The whole idea of Social Media is real people connecting and communicating with real people or brands, with technology being more than just a vehicle and helping brands create an enjoyable Social Media experience for their audience.
We also agree that marketing struggles to think beyond numbers and if you have enough numbers anything can be labelled a success, but in this number game people often overlook creativity.
Many Social Media Evangelists will go as far as saying that your whole campaign effectiveness can be judged by your creative strategy. If your idea created a lot of excitement and interactions with minimal spends then your communication message was creative.
If your idea did not create any excitement nor resulted in any significant interactions then your strategy was not creative enough. One question arises now, how do you make sure you’re creative with your communication?
First of all, you fully need to know your exact target audience and understand them and their online behaviour. There is no space for any ambiguity here. Once you know your target audience you’ll be able to reach them in a better manner and get their attention. The next thing would be to check the latest trends, as we call it, what’s hot and what’s not?
The most important thing in devising a creative strategy is, don’t be afraid to think out of the box. If it’s different and memorable it will create excitement. This does not mean that you will be crude or out of context when interacting with your target audience.
Remember everything you do in Social Media will influence the perception of your brand. And last but not the least; don’t forget to run the idea by your clients and colleagues before making them public.
Looking at the meteoric rise of in the usage of Social Media by brands across the globe, the need for creativity will reach new levels. Brands that are doing the same thing as everyone else and trying to play the number game are going to be left behind in the dust. A constant creative approach is necessary and not just recommended if you really want your Social Media efforts to pay off.
Having a professionally made page and calling it Official is not enough to gain a loyal following. You have to be creative in everything on Social Networks be it just a status message update, responding on the comments and feedbacks received, or a mere tweet. If it is not creative it will be snubbed, as simple as that.
You need to provide something for fans to cherish and keep them involved. If you are boring people with your status messages and picture uploads we strongly recommend that you don’t do it. Social Media is all about being Social and not doing Social. Keep your Social Properties creative and make people remember your style.
Your Social Media strategy cannot be just like everybody else’s. Every brand is unique and has a distinct personality and that must reflect in your Social Media strategy else you risk alienating the followers. Provide something to the fans and loyalists that compels them to come back to you and ask for more. Believe in setting trends and not following them.
Just like Steve Jobs said: Innovation distinguishes between a leader and a follower? With that said, are you following what others do, or are you being the leader and setting the example?
So, what are you, a leader or a follower?
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