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Gone are the days when marketing can be successful with a non-personal approach. With the advancement of technology it’s all about getting personal and developing relationships. As in any relationship you must listen. Listening is the only way you will ever get to truly know and understand your supporters and consumers. As Ashton Kutcher said in the foreword of Engage, “This is why we, we as in a collective of individuals who know what’s best for us based on our passions, interests, and aspirations, are in charge of what compels us. To have any hope of attracting and earning our attention, you need to know who we are.” Finding out what the different types of social media participants think and are looking for gives an organization or business the opportunity to tailor a campaign that is more personal and ultimately more successful.
Once you begin listening you can then apply behavioralgraphics, which as defined by Brian Solis’ Behaviorgraphics Humanize the Social Web: “examines the ‘me’ in social media. The “Me” that social media has produced has allowed for previously private filtered thoughts and personalities to be released to the world, giving us more information than ever to listen to. “Communication, whether inbound or outbound, is now powered by conversation, and the best communicators always start as the best listeners.” (Engage) Organizations need to listen to this information and once they listen, they need to decide how to enter the conversation so that they can attract people who are interested in them. By listening and determining which categories of behavioralgraphics your supporters/consumers are, as described by Brian Solis in Behaviorgraphics: Discovering the ‘Me’ in Social Media, organizations and businesses can enter the conversation and provide the opportunity for the best interface.
As perfectly stated repeatedly by Brian Solis in Engage “Engage or die.” The key to engage is that it is two-sided. In order to engage you must listen, you cannot just talk and push your message. Listening will empower you with the ability to make the changes you want to see.