The topics discussed in chapters 12-13 are an essential part of social media and how we (as a company) interact with the public. In order to do so, we must evaluate our company and define what image we want to interpret to our customers.
The Brand Reflection Cycle Solis suggests how to do just this: evaluate our company and reassess how we want to connect with our audience. A lot of older companies (or new companies) need to assess their want to get involved in social media and just how they are going to do so. In order to do so they need to come up with a cohesive idea for their company, such as a brand promise, or a mission to give people a reason to connect with them. As Solis states in previous chapters, gaining social media popularity is based off of what we can do for the public, how we can solve an issue, or how we relate/are influential to the audience. Once we have answered these questions, the information we put out will become relevant to searches people make on social media networks, or even the Internet.
One blog post I found interesting was posted by blog.kissmetrics.com about how companies today use social media to connect with their audience and what social media means to them. Most of them came up with very similar answers: to interact with customers, gain feedback and created dialog. Read the article, and what popular companies are saying about social media and how they are using it to their advantage here: http://blog.kissmetrics.com/how-to-rock-social-media/
In today’s world, social media is more influential than “regular” or standard media. News travels faster to us via social media than it does through television, radio or newspaper. This is because instead of us looking for news, news comes to us. It is more specific to what we want to know more about and others that are interested in the same topics. At the bike shop I work at, it is obvious that through regular media, because we are an established company, media that comes through is specialized to the shop. Fitness magazines, cycling events and flyers, new pamphlets on Ann Arbor street laws and other forms or traditional media are relevant to the shop and the customers coming through. However, media that we do not wish to share with our customers also comes through. Religious booklets or events that are not fitness related are not necessarily what we want our company to be associated with, or topics that we wish to promote, so we often have to weed out such items. Social media is very similar, except we are able to pick and choose what media we are receiving without having to weed anything out. We choose what we want to read or don’t want to read, and this significantly narrows down our searching time, and allowing us to take in exactly what we think we want to know more about.