Social Media Without a Brand Strategy is Like the Gold Rush Days

There sure are a lot of people and organizations jumping on the social media bandwagon these days. Most are doing so without a communications plan, let alone a brand strategy. I equate this situation to the Gold Rush Days in the United States during the 1800s. People thought they could get quick rich by coming to states like Alaska, California and Colorado. They sold what they had, bought a wagon, packed everything they owned and headed west.

Before they knew it, the Gold Rush folks realized that they had not learned how to mine, failed to understand how to navigate mountainous terrain and knew nothing about the culture of the west. While a few lucky ones made it big and other savvy business people achieved a return on their investment, most did not attain the goals they hoped for. Why? Because they acted without a plan.

At warp speed people and organizations are embracing social media. Many are diving in head-first without a plan (or diving board and pool). First of all most organizations do not understand (or have) their mission and core values. As a result they have not effectively recruited and retained champions for their brand. Secondly, they have not taken the time and devoted the resources to develop a brand platform to guide their communications. And finally, they are unable to communicate their brand strategy with the appropriate social media.

While it is important to blog, tweet, follow, friend and connect through other means, make sure you have something important to say that educates, entertains or otherwise engages your brand champions in the brand development process. Then make sure they align with your mission, core values and strategic plan.

I look forward to continuing this dialogue tonight with attendees at University College at the University of Denver as part of the Colorado American Marketing Association Knowledge Series. 

Rex Whisman

Brand Champions Blog

Comments

[Adam OLeary]

Rex,
I couldn't agree more. In my experience small to medium size companies do not put much emphasis in the branding process simply because they think of it as a superfluous project or simply do not have the time to address it. I say they MUST make time because it is the foundation to all that they do and permeates throughout the company's culture.
They see it as an intangible object that is a liability, not an asset.
That said, it is an enourmous challenge to educate and persuade them to the contrary.
Great post. Love the blog!

[Rex Whisman]

Adam, thanks for weighing in and sharing your perspective. Great input!

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The early gold-seekers, called "Forty-niners" (as a reference to 1849) traveled to California by sailing boat and in covered wagons across the continent, often facing substantial hardships on the trip.

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New methods of transportation developed as steamships came into regular service and railroads were built. The business of agriculture, California's next major growth field, was started on a wide scale throughout the state. However,the Gold Rush also had negative effects: Native Americans were attacked and pushed off traditional lands, and gold mining caused environmental harm. At the beginning of the Gold Rush, there was very little law regarding property rights as the United States had just taken over California.

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