Emotional Investment . . . Emotional Capital

Upon sending our daughter off to her first school homecoming dance with a boy we hardly know, I realized the emotional investment it took to prepare her and us for this giant leap and to making sure she was safe and in good hands. Of course, my husband made sure to grip the boy’s hand, make eye contact with him, pull him in a little and say “Make sure my daughter gets home safe, son.” All the while, my husband was grinning a little evil grin to remind the babbling boy that he knew where to find him should anything happen to her.

Emotional investment . . . emotional capital. In the age of social media becoming one of the greatest influences on how we do business and how we market business, we need to pay attention to the things we do to invest emotionally in making our business a success so that the emotional capital that is gained is positive. Since social media has come into play, it’s more important than ever to realize the immediacy of what we do to invest in connecting with the customer.

First coined by Coca-Cola president Steven J. Heyer, “emotional capital” is the value of the feelings and perceptions held by the customer towards your business.  I can think of nothing that will influence that value more in today’s business than social media. Our investment in connecting with our audience through the social arms of Facebook, Twitter, LinkedIn, or blogging through Reddit, Tumblr, Blogger, or sharing media through Instagram, Youtube, or Flickr will say everything about how our business values knowing our customers and what they want.

In “The Key to Social Media Success Within Organizations” Huy and Shipilov explain the study they did to see what resonated with organizations internally that builds emotional capital. They found that there are four components that make the difference to the internal customer:

  • Authenticity
  • Pride
  • Attachment
  • Fun

What if we marketed our business the same way to our external customer and used social media to do it? What would that look like?

1. We would create connection with the customer through our blogging or posts that reveal the authenticity of who we are as a business and what we really want them to know and to feel as a customer.

2. We would show our pride in the quality of what we produce as a business by displaying it through our social networks and how we interact with and treat the customer in going above and beyond their expectations.

3. We would connect with the customer on a more personal level to show that we as a business are committed to attachment with them for the longer term.

4. We would show the fun side of the company through Youtube or Facebook and how we as a company are just people too through celebrations and achievements we have made along the way.

Emotional capital can be a positive or negative value. If we are to make it positive, we need to invest in social media to make it happen. The customer is watching to see if you are committed to connecting with them. If you don’t show up on the social media scene, that will be their answer.

Let us help you make that connection. www.kromamarketing.com

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Making a Statement

Making a statement can be a bold move. It can also be wimpy. It all depends on the way you present yourself, what you say, how you say it, how you’re dressed, and how you act. In fact, it’s impossible NOT to make a statement. It’s kind of like nonverbal—you cannot, not communicate. So if you’re going to make a statement, why not make it worthy.

In social media marketing, it’s the same way. You’re going to make a statement by what you present online in some way, whether you like it or not. Even your absence makes a statement! That may be hard to read. You may be thinking, “I don’t have time to do this social media thingy,” or that it’s just not in your wheel house or not on your horizon. All of us are trying to run a business; all the more reason to use social media in your marketing efforts. The future is no longer out there—it’s here and it’s time to use it to create your presence online by making a statement about who you are and what you can do to help people with your business.

Ric Dragon, author of Social Marketology, says “Social can be the lighter fluid on the marketing bonfire.”  So, if your statement is excellence and your brand is solid, social media will enhance and boost your presence online.

Make no mistake. The statement you make has to start with a presence that is positive because what you start with will be even more pronounced in social media. In fact, the attitude you present through your message and the tone it sets will be as if under a magnifying glass for all the world to see.

So, once you know your statement is quality, establish that statement online and show that you are a force to be reckoned with in your market. Brett Relander, founder of Tactical Marketing Labs, lays out three areas you need to focus on to create that online presence.

1. Personality: your social media accounts should each have a personality, reflecting your company’s online goals and the medium i.e. Facebook, Twitter, etc.

2. Borrow Creatively: (oh, and, ethically). Study and parrot what other businesses who are successful in social media are doing: headlines, profiles, techniques. What are they doing that sets them apart and gets them noticed?

3. Content Strategy: Regarding blogs and postings, have you given thought to the strategy behind what is presented and when? Creating a regular schedule of postings at least once a week will tell everyone you are alive and well and you’ve put thought into your content.

Remember: You’re going to make a statement by what you present online in some way, whether you like it or not. Even your absence makes a statement! What is your business doing in social media to make a statement?  www.kromamarketing.com

Networking Groups

We were recently asked by one of our followers what Kansas City area networking groups we would recommend. Well, there are so many to choose from, it got us stumped. So we would like to turn the question over to you all…which Kansas City area networking groups do you think are the best? It can be named the best for many reasons; great professional networking, way to meet people, fun, diverse, you name it. We want to hear your feedback.

For Innovative Social Media Campaigns contact Kroma.

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