If you haven’t deduced it from my earlier posts, I’m a team guy. Yeah, it is nice to occasionally see Peyton Manning or JR Smith become human highlight reels with sheer genius and ability.
However, we’ve also seen athletes like Carmelo Anthony and Terrell Owens disrupt a team for the sake of their own statistics, ego and endorsements.
When the Denver Nuggets traded Melo, I was one of the few people who was ecstatic…especially when I saw the list of team-minded players coming to the Nuggets as part of the trade. I enjoyed several of Melo’s games and effort for the last 7 years (he is a true star), but I also became disenchanted with his “sticky hands” when the ball got passed to him. I could always look at the box score after a loss, see about 14 assists, and Melo going about 6-20 for the night. People would say he didn’t have talent around him, but now I see wins with 20-30 assists per game, and 6-8 players scoring in double-figures! It comes down to the Power of the Assist.
So, Team Depth or Superstar for your Social Media? Here are the reasons I vote for Team Depth:
Everybody has an “off-day” or gets injured. What happens when a superstar has a bad day? The team generally loses. What happens if a blogger for your company gets writer’s block, takes maternity leave or goes on vacation (or worse…leaves your company)? Your brand loses! Develop several people within your company who can champion your goals through blogs. Even if you have one primary blogger, it helps to have guest bloggers just to add a different perspective while maintaining a consistent overall company message.
Different players can rise to the occasion depending upon style of play. Will the style of play be free-flowing offense, or stingy defense? Will you need strong post play or 3-point shooting? I frequently conduct demos of our Pulse Analytics product, and it really indicates how different demographics gravitate to different social media channels. Or how people may post their positive feedback in the form of a video on YouTube or Facebook, but post negative feedback in a knee jerk reaction on Twitter or blog/review site. Therefore, it is important to monitor all the channels where your customer is talking about you, so you can meet them where they are and either acknowledge a shout-out or address a customer satisfaction issue.
You can double-team to shutdown a superstar. You beat a superstar by double-teaming, trapping and generally just frustrating them. I will never encourage going after a competitor personally or attacking a brand. I will vote to beat them fair-n-square with intelligence, work ethic and a superior product/service. The best way to accomplish this is the multi-channel approach to accelerate your mentions/retweets/likes/shares. Eventually, news about your products/services are showing up in people’s news feeds and status updates...and the updates are coming from your network of followers versus just you! THAT IS TEAMWORK!
So what are you doing to get your team/tribe involved? Are you building and cultivating depth in your social media strategy vs focusing exclusively on a single channel or individual? I look forward to your comments.
I love my Vickery Girls - and now grandsons! I am blessed in that I also love my job as a VP of Enterprise Solutions for ProKarma. I appreciate the convergence of big data and data visualization in our Pulse Analytics social listening and analytics platform as well as our core software / mobile app development, business intelligence, and test automation services. I enjoy teaching and coaching, watching football and basketball, and playing tennis. I graduated UT-Austin. You can find Brian on Google+.
I love my Vickery Girls - and now grandsons! I am blessed in that I also love my job as a VP of Enterprise Solutions for ProKarma. I appreciate the convergence of big data and data visualization in our Pulse Analytics social listening and analytics platform as well as our core software / mobile app development, business intelligence, and test automation services. I enjoy teaching and coaching, watching football and basketball, and playing tennis. I graduated UT-Austin.