Executives and entrepreneurs sometimes forget that for any social media campaign/relationship to be successful, the parties have to come outside of the social media platform to build real relationships. People have to meet face to face and exchange ideas, and build relationships (non verbal queues are very important to our brains, after all language is by far younger than facial expressions as a means of communication).The greatest asset that social media offers are:

1. Two way communication
2. The ability to connect like minded people with common interests

 As with any other tool/technology, it can be used for greater good or evil. Many companies, such as Pepsi, Best Buy, Garetts Pop Corn have used social media to their advantage, and have seen significant increase in brand loyalty and revenue. Social media is not here to replace traditional media, it is here to complement it, people will not stop communicating face to face simply because they have a Facebook profile; they will instead meet more people who share their interest and be able to connect to them in a personal level, real friendships/connections are made face to face not over Facebook, LinkedIn and Tweeter.

Social media is simply a tool that enables people who would have otherwise never met an easy way to connect to each other. It is here to stay and it is a great marketing tool if used correctly.

Social media is:

1. Not a trend the same way the internet was not a trend
2. It will not change core business practices, or human behavior the same way the internet did not
3. It will change the way we do things and it will help us make more friends (and maybe more enemies, for some of us)

These days, every new wave or flocking of public interest is termed a “bubble”. The consumers expressed an interest in being green, it was followed by waves of investment in everything green, and now we have what many “experts” call a green or sustainability bubble. There was a surge in socially responsible businesses and it is being called a social entrepreneurship bubble. Social media became popular and we now hear of a social media bubble. I understand we have had two major bubbles that have led us to a recession, followed by a period of slow growth. If we keep scaring people every time the public expresses an interest in something by calling it a bubble we will never get out of this recession. Bubbles are bad, but the underlying market forces that drive them are essential to the success of economies. Thwarting those forces prematurely can limit much needed growth. I am not proposing that everyone jump on any of the above band wagons without any thought or hindrance, but we have to make rational decisions and act responsibly and stop calling every new wave of public interest a bubble.

As marketers, we are often faced with the task of marketing products that can have ill effects on the health and welfare of the consumers if abused, but there is a demand for the product. If we don't sell it someone else will. Should we stop selling the product or should we let the consumer decide? I believe that it is okay to market products that may have harmful effects as long as it is marketed ethically and sincerely, with maximum transparency around the harmful effects of the product. Consumers like companies and brands who don’t lie to them or mislead them.  Social media has given each individual a larger audience than ever before to communicate with. We have a great opportunity to build a caring brand image, and answer the questions and concerns of your customers. Here are some dos and don’t:

1. Be Honest and Sincere: Tobacco industry in the 80s tried to lie and discredit scientific research that shows that tobacco was bad for health. Smokers know that the product is bad for them and the reason they smoke is because they enjoy smoking and are addicted to tobacco. Do not discredit credible, unbiased scientific research and try to cover it up with pseudo scientific research. Instead own up to the draw backs of your product and ask people to “enjoy responsibly” just like the alcohol advertiser self regulatory body, which requires all alcohol advertisement to adhere to.

2. Self Regulate, DO NOT wait for Legislation to Act: This will send the message your target that you care about them and you took proactive steps to address the evils of your product. If wait for legislation you will lose out on an opportunity to connect with your target and build a brand. In the food industry players who acted prior to legislation being forced down their throats gained significantly in terms of brand image and brand loyalty. Today, most big players in the food industry makes an active effort to stay a step ahead of legislators.

3. Listen to your Consumers: Before you engage in any conversation spend some time to listen to the conversations about your product, your competitor’s products and your industry in the social media sites like Twitter and FaceBook. Create a survey and do some market research. Use the data gathered to answer the following questions: What are your consumers needs and concerns? Are the being addressed? Are you competitors addressing these needs and concerns? Are they doing a good job at it? How can you address these concerns and gain a competitive? Once you ready to talk, respond to all major issues, if possible every single need or concern. Try to be as 1 on 1 in your communication as possible.

4. Engage your Audience and Build a Community around your Brand: Encourage your consumers to share their stories, sponsor support groups and other events they are interested in. Encourage them to share how to enjoy the product responsibly with each other. Sponsor events with health and wellness experts for your customers. Share related stories about your product along with your organization’s charity and volunteer work. Get them involved in new product development, and in developing programs for helping those who fail to enjoy the product responsibly.