These eight points are definitely not a final word on achieving social success.
But hopefully they will give us some leads on how best to plan one of the biggest buzz words of digital times - 'Social Media' - for brands.
EFFECTIVENESS NOT ATTRACTIVENESS
Different social environments have distinct characteristics. Work out what is ‘valuable’ for your brand. Start with understanding how Social helps the business and make your brand more successful.
FOCUS ON IDEAS
Create useful, entertaining ideas that empower people and your brand. Remember technology comes and goes but behaviour stays the same - ‘social’.
EXCHANGE A REAL VALUE
People are not stupid and will quickly work out when they are being sold advertising to get friendly with a brand. Make your social presence believable by being, genuine, innovative and authentic. Aim to enhance people's online social experience when building a relationship with them.
Encourage social behaviour by creating platforms and assets that enable your communities to grow in the environments that they already like.
The difference between ‘NEW’ vs. ‘OLD’ is very thin in social. Content gets stale quickly online due to high production volumes. Be creative more often.
TALK ACTIVEInvite your audience to interact with the brand, but be sure to respond to their calls as actively as possible. The speed of dialogue is critical to ensure success in social.
GROW THE CHANGE
Social develops faster than any other human behaviour. Grow communities with the growth rate of the environments they belong to. Be opportunistic, flexible and fast to react.
PLAN AS YOU GO
Make the most of all social data and translate it into actionable insights to improve your social strategy on an ongoing basis.