Social media revolution! So what’s next?

Social networking websites have seen unprecedented growth with communications professionals quick to adopt social media as a new platform for conversations about their brands. However, initiating online conversations with target audiences is often not enough when it comes to raising brand awareness. Identifying social media influencers among these audiences and encouraging them to talk about the brand is as important as participating in online discussions and putting up corporate messages on social networking websites.

The US baseball team Cleveland Indians has successfully used this strategy to build a strong relationship with their fans by becoming the first sports team to have a social media suite in their stadium. The idea encourages social media savvy fans to tweet and blog about their experiences from watching the games and to help raise brand awareness.

Another interesting example of emerging trends in social media use comes from the finance sector. Hedge funds and other investors are considering embracing sites like Twitter and Facebook to rally support for their industry and reach out to small shareholders and potential allies. Small investors are already using social networks to increase their influence versus big shareholders on boards. Websites such as MoxyVote.com allow small shareholders to vote on corporate issues independently or as part of a broader group and strengthen their role in corporate decision making.

As online activism becomes increasingly important for NGOs and private organisations, its potential to move groups of shareholders from passive administrators to active participants should not be underestimated. Engaging audiences as brand ambassadors or cause advocates is a great way of strengthening brand loyalty and encouraging a two-way model of communication. However, this area still has to be explored. As different industries adopt social media at different pace, there is plenty of space for experiment and innovation.

Kicking it in Corby with Every Can Counts

Every Can Counts launched a new consumer initiative to encourage drinks can recycling on-the-go at Willow Place Shopping centre, the first of Land Securities many shopping centers that have signed up to the scheme. A huge inflatable football goal and some snazzy prizes got everyone having fun (especially the kids) while promoting the recycling message.

Spokespeople Ruth Meeke from Every Can Counts and Dan Pickard from Land Securities were on hand to speak to all the lovely media peeps from the local papers and radio stations that rocked up and show them how the can compactors worked. Overall a resounding success with some lovely local coverage achieved!