Social Momentum is the public perception that a brand is up-and-coming, exciting, and a must-be-followed. By contrast, a legacy brand is seen as having achieved its full potential; nothing new or exciting is expected from this company. Today’s fickle, over-stimulated consumers are more interested in companies – and their products – that have social momentum.
Understandably a short term strategy, the modern audience is increasingly social and has developed “Look-a-Squirrel!” syndrome. Anticipation has become more important to selling a product than launching with a great product. The product can be improved through crowdsourcing and beta-testing, but without anticipation & buzz you’ll not have the critical mass to crowdsource to. Agree/Disagree/Why?
The bigger a business gets, the less flexible and open it becomes yet the characteristics of a business building and maintaining social momentum include the willingness to embrace crowdsourcing & new technologies such as mobile, constant re-invention, openness and empowering employees to engage in social communications. Agree/Disagree/Why?
We can all agree that online channels are part of the overall marketing communication mix for most businesses and should not be embraced in isolation; however, given the increasing adoption of social communications, is the social channel not the only way to capture the imagination of early adopters and build this momentum? Agree/Disagree/Why?
No business will survive long-term without a great product or service along with the ability to earn a profit. Yet leading an industry and beating the competition in our modern era can only be achieved through building and maintaining social momentum. Agree/Disagree/Why?
Feed Your Community, Not Your Ego
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