Here’s an interesting interview with Mark Hanson, who works in the Labour Party’s ‘New Media’ department, about the party’s digital strategy for the upcoming election. His core point about the need to reach out, ‘give’ and listen to the digital community and not just ‘ask’ is a good one.
It does take time, energy and man-power to do it effectively. On the brands that I work on we’re constantly thinking about how we can give our consumers interesting things to talk about or play with. One of the misconceptions about social media strategies is that it’s cheap and easy to implement, as it doesn’t take any time or money to set up a Facebook, Twitter or Blogger account.
But to generate content with enough social currency to get people talking about your brand and then maintaining relationships through conversation and updates takes a great deal of smart thinking, time and usually at least a little bit of money.