Share Power

"Without cooperation a society, almost by definition, is bound to crumble."

- Lee Alan Dugatkin

When it comes to modern marketing, the adage “Knowledge is power” simply no longer applies. Because when it comes to succeeding in today’s business landscape, true power comes from sharing.

By now you’ve probably heard more than once that brand messages are no longer controlled by the brand. They are controlled by the consumer. Which is one of the many reasons the concept of sharing is rapidly becoming the linchpin in some of today’s most successful marketing and branding strategies.

Those who study human behavior all agree that humans are social creatures. We have a natural tendency to band together under the guise of shared interests and values. And, although it would seem like we are just as wired (if not more) to compete, when it comes to consumerism in the 21st century, cooperation is proving to be a more noble and effective means of garnering brand awareness.

Enter social media, which is less about technology and more about what technology allows us humans to do—online. Which is share information and build relationships.

To begin to fully understand social media, it helps to think differently about marketing. Many of us view marketing as a commercial proposition with SWOT analyses, 4 P’s and so on… All of these are important considerations. But, they do not define marketing in its purest form.

The Chartered Institute of Marketing, which is the world’s largest marketing body, defines marketing as: “The management process responsible for identifying, anticipating and satisfying customer requirements profitably.”

Identifying, anticipating and satisfying customer requirements is clearly something done through the use of information and the building of relationships, which is about as human as it gets.

Social Media users are breaking down barriers and rewriting rules that have kept business from being human. Consumers have been begging for a voice in the business equation. And now, with the advent of social media, they have one.

Companies who truly listen and share the responsibility of driving the evolution of their brand with their audiences will have the power. Because marketing is not something we do TO people. It’s something we do WITH people.

Share power with your customers by harnessing the power of sharing. That’s social media in a nutshell.

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