Chris Klaehn, Partner and Director of Brand Strategy at Corey McPherson Nash (Corey) joined Dave Fish, CEO, IMN, to discuss the role social media plays in branding in this podcast. Klaehn references several thoughtful relevant examples of brands engaging in social media and also offers up tips on developing a social media strategy for your brand. Do you agree or is Chris full of soup?

A presentation by Michael McPherson at the 2010 CASE District 1 Conference in Boston on January 28, 2010

Learn how independent schools are leveraging online communities such as blogs, Facebook, Twitter, Ning, LinkedIn, Flickr, YouTube, and Vimeo to support recruiting, fundraising, and alumni networking efforts. The session will review the most popular networks, explore ways to connect and engage your audience and discuss how to make the most of social media with limited resources.

When David Letterman sat behind his famous desk, faced his viewers, and told them he had had confessed to having several affair with his female staff, the news media and blogosphere went wild. Media analysts, feminists, workplace experts –all weighed in with what this would mean for the late night fixture’s career. But those of us who practice and follow social media, could predict the outcome: the scandal would not hurt, the talk show star’s ratings.

This old media king took a page from a new media playbook. In admitting his transgressions, Letterman was following the new rules of social media:

Direct communication with your “followers”: Letterman did not hide behind an official statement issued by his spokespeople or the studio. He sat in front of the camera, made eye contact with the millions of people who, in essence, “follow” him every night and he told them what was happening. Direct communication is key in the new media world. Followers, fans, customers all expect direct interaction with the people and the brands with which they interact via social media. PR reps, intermediaries and corporate spokespeople don’t fly in this new world.

Transparency: the new rules require complete transparency. Customers know the brands they love have flaws and they can forgive them, IF, their brands come clean. Social media is not about hiding; it’s about honest dialogue. If there’s a problem with customer service, admit it, fix it and move on. That’s exactly what Letterman did on national television.

Trust: social media is all about building trust. Letterman inherently understands that. He cashed in on the trust he had built with his loyal viewers and it paid off.

Regardless of how you feel about Letterman’s behavior, there is no denying that his actions paid off. According to the ratings, the late night show has seen little to no effect on its ratings.

Share It, Digg it, Mixx it, Mash it, Flag it, Tag it, Tweet it, Friend me,
IM me or just call me? Geez, what happened to the telephone?

What is the allure of all these social media outlets? Are we desperate to
prove our lives are relationship-based vs. transaction-based? Or are we
caught up in some kind of ubiquitous narcissism? Doesn’t it all feel a bit
like high-school all over again - this counting how many followers,
friends, quitters, deleters you have? I keep hearing Sally Field say “You
like me, you really like me.”

I believe these tools are successful because they address the fundamental
human need to connect. But, I also think their relevance is threatened by
overuse and overexposure.

The brutal reality is I don’t want to hear your inner musings or how you are
going to Store 24 to buy a soda. But I do value your take on a recent
headline or an update on a major milestone in your life.

For a select few (preachers, evangelists, newscasters), social media is a
numbers game - the more followers the better. But for the vast majority of
us, social media is about being thoughtful. If you are someone I care about
and have a relationship with, then, please, go ahead and share with me your
insight, your careful contemplation, and your unique perspective. I will
reciprocate and share mine. But your trip to Store 24? I say no; don’t Share
It, Digg it, Mixx it, Mash it, Flag it, Tag it or Tweet it. Please, just
skip it.

Last week over 50 clients of Corey McPherson Nash gathered to hear Chris Klaehn and Ryan Evans speak on leveraging social media to enhance branding and business goals. Conversation was lively in the room, but it was also lively online. Here are some highlights from the live tweeting that went on during the event:

• “Social media goals align with familiar business functions-they’re not foreign.”
• “All the strategy in the world can’t trump authenticity.”
• “Weaker links are where the value lies.”
• “You can’t outsource your social media. You (your company) must do it yourself. Authenticity.”
• “Social media has to match culture & personality. Maybe… But I think you can change the culture through it, too.”