It has been a while since we last posted here but I hope by the end of this latest update you will think that it has been worth the wait. We are proud to announce the launch of the new Social-smart.com website and introduce a range of new services that we can offer to clients. Over the past few months Mark, especially, has been busy honing a more specific course for Social-smart to take over the next few years. One of the things that has been most important to Social-smart’s team is the way in which social good and corporate social responsibility has been brought to the fore by the rising tide of social media and the sense of accountability that it has fostered in all areas of life. It is, after all, the age of digital democracy.
In a recent article in Mashable entitled “Why Social Media is Vital to Corporate Social Responsibility” , Melissa Rowley highlighted the crux of what is happening in terms this new sense of accountability and the corporations’ necessary response to it. Rightly, she identifies that
“A cultural and corporate shift is taking place in the world. The result of things like the current economic climate and recognition of global climate change, society is starting to push past awareness and into action. As this transition takes hold, companies are evolving from their reactive states, and moving toward more pro-active approaches. Social media has begun to play a key role in how companies shape their corporate social responsibility (CSR) policies and present themselves as good corporate citizens.”
“Because the end goal for corporations has risen above simply selling a product or service, the standard for CSR is being redefined and is evolving as a driver of innovation.”
There is nothing like a story of a corporation doing something positive and good for the community for getting attention on the social networks. A Pennsylvannia University study even showed that people prefer to share good news rather than bad news – http://www.nytimes.com/2010/02/09/science/09tier.html
Social media channels open to corporations and citizens are diversifying in both method and sophistication. Mobile marketing, location-based marketing, and social gaming have added to the ways in which information is received and shared. As social media has brought new methods of communicating ideas to targeted groups of people, especially the rise of the viral video, new and innovative ways are sought to get people’s attention. Live performance and guerilla marketing techniques have added to the mix, T-Mobile’s Liverpool Street Station dance routine being but one great example – one with 21.3 million views!
In a very interesting and timely article by Jon Goldman for Mashable – Why Social Experience is the Future of Online Content – he made the argument that no matter how good the content, it is the user’s shared social experience with that content that is key to growing and maintaining the loyalty of your audience.
“The balance of power within digital media is shifting again, this time to the experience that envelops the content. In the same way that musicians are now making money again by going on tour and entertaining their fans at real events, online content that is packaged as a social experience will be more in line with consumer web use trends than mass-market online content portals.”
That is very much what we are doing. Social-smart brings many disparate forms of communications together in a way that will maximize the social experience of the content of our client’s socially good programs. Using a blend of physical, online and mobile touch points we aim to integrate a company’s social media and location-marketing with daring creative arts and provocative live experiences that inspire participation, word of mouth publicity and viral sharing. Earned media, instead of buying media, whether it’s for Business to Consumer (B2C) or a Business to Business (B2B), in the end is all about building communities – communities of people who care about what you are doing and want to advocate, participate or donate. In order to do that, you have to create events that have what we call ‘provocative creative “wow” experiences’ [http://www.social-smart.com/index.php/social_good], events that capture the senses and make the cause more relevant and proactive. If anything, this has been the single biggest addition to Social-smart’s services and we have been working with some great groups of artists and entertainers in and around Boston over the past few months.
Expect more examples to be posted on this blog in the coming months. With offices in Boston and Santa Fe we aim to service clients from East Coast to West coast. In the meantime feel free to browse our new website – let us know what you think – and feel free to share with any friends and networks that may be interested in a “wow” experience!