This past April in Boston, Radian 6 hosted its Social 2011 User Conference. Designed for those who oversee and implement social media programs, the conference welcomed several distinguished keynote speakers, including Mitch Joel, the current president of Twist Image and New York Times’ bestselling author of the book Six Pixels of Separation. Joel delivered a stirring speech (see video below) on the shifting paradigm taking place within the realm of technology and social media, providing tips on how to apply these changes to business strategies.

Because of the constant evolution of technology and culture, Joel reminded the audience that it is important to continually evaluate consumer behavior and how they connect, specifically online. Joel pointed out that today’s consumer is able to purchase items at the click of a mobile device, easily reaching massive amounts of powerful content from their tablets, smartphones, or computers. Joel also made several useful points that every business should consider when implementing a marketing strategy relating to current changes and trends within consumer behavior:

• Social media is not necessarily congruous with youth. With more grandparents than high school students on Facebook, it is pertinent to remember that hiring someone young to head a social media program does not ensure success. A 24-year-old cannot represent everyone who is connected, Joel reminded us. It is more important to make sure your marketing department and strategists are well versed in current technological and social practices, rather than relying on a youth-based social media program that may not adequately address your consumer base.
• Power lies in consumer reviews. Approximately 75-80 percent of customers read consumer reviews. While Joel maintains that no PR or marketing program can save ineffective products or services, he does strongly believe in the power of product reviews. Allowing your product to be reviewed, especially on your own site, gives you the power to address specific customer concerns and provide more finely tuned customer service. Joel recommends that companies pay close attention to reviews, and consider providing the option to review a product or service on the company’s website. He points out that your website may be perceived as ineffective without them, and if you don’t host reviews, someone else will.
• Customer service should always be a top priority. Word-of-mouth is still pertinent, Joel offered, but it takes a more technologically advanced form. Customer service remains paramount on the road to obtaining marketing objectives. With consumers able to broadcast their opinions quickly and easily, engaging with them can provide you with authentic and useful feedback, as well as a positive review that will be paid forward (if not about your product, then about your customer service).
• Focus on “who”, not “how many.” The major paradigm shift in the world of marketing is the shift from “how many” to “who.” Traditionally, marketing strategies position themselves to reach as many people as possible, with the idea that a percentage of those reached will respond to effective advertising. Today, however, the power is no longer in how many you reach, but who you reach. Consumers are constantly bombarded with different marketing schemes. However, social media platforms provide the opportunity to specify marketing campaigns, making them more efficient for both the business and the consumer. Consumers voluntarily self identify via today’s social platforms, and thus you are able to cater and specify your message to those who are receiving it. Furthermore, you can find out which of your current customer base has the potential to endorse or promote your product.

Joel offered the additional tips to “not write checks with social media that your website can’t cash” and to embrace the transparency and authenticity of relationships with customers that are available with growing platforms of engagement. He advises to think of marketing strategy as similar to publishing, and to go forth with the subsequent mindset that content, frequency, authenticity, quality, and context are elements of material that are essential for success.

Joel’s most significant and applicable point is to re-evaluate your strategy frequently to ensure it is keeping up with the changing cultural and technological trends. This evolution allows classic and emerging PR and marketing tactics to be implemented in new, more effective ways. Joel has showcased in the preceding points how some of these changes look in application, and gives us an insight on how tweaking your PR and marketing approach, in his recommended fashion, can be useful.

As you move forward with your PR and business strategies, consider Joel’s recommendations, as well as the core concept of continually re-evaluating and strategically managing business tactics to fit the current business and cultural atmospheres. Technology continues to transform every aspect of our world; ensure that your business strategy aligns with these changes.