In my SM class, we learned bout the 4 C's of social media. communicate, connect, collaborate, co-create content. I guess that could be construed as 5 or even 6 C's, but I'll let that slide. :)
The communicate and connect aspects are the ones most used today by businesses. They are attempting to get to their customer base in a way not before attempted (connect) and to blast them with marketing information (communicate). That basically is a one-way communication method. It forces the business into a person's life, which consumers have been fighting for years.
The trick is to engage people through the last 3rd and 4th C's. Getting your consumers to talk to you, work with you, and create content with you is the best way to keep them engaged. To do that, you have to have a conversation. You have to allow the consumer voice to be heard. And you have to respond authentically to them.
To be a true social media hub, you have to be an orchestra conductor. You have to bring together a profoundly different mix of online voices towards a single purpose. In fact, the orchestration idea is being used to create new art projects. This weekend, I'll be involved in a collaborative project with hundreds of swing dancers that will be used to explain quantum computing! And all the collaboration will be done over the internet.
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