At tomorrow’s SMC, we will welcome CSOM Associate Professor of Information Systems, Jerry Kane. An expert in social media, Prof. Kane is a recipient of a CAREER Award from the National Science Foundation, the Foundation’s “most prestigious award in support of junior faculty who exemplify the role of teacher-scholars through outstanding research, excellent education and the integration of education and research within the context of the mission of their organizations.”
Prof. Kane comes to us willing to answer our social media questions – but also asked that we come prepared. During a recent class, Prof. Kane had Todd Wilms, a Social Media Marketing at SAP and Forbes author, in to speak to his students. In this recent article on Forbes, Wilms offers advice:
“Many teams – in their rush to build a social business or inbound marketing plan – forget this important first step into a world of social media: In order to think social, you need to act personal. Incorporating this thinking into your program will yield you a chance for success. Miss on this thinking and you are certain to fail.”
In this piece, Wilms references this interview with the Chief Marketing Officer of Collective Bias Ted Rubin (a leading social marketing strategist – here’s his Twitter account.) Rubin articulates the power of “lurkers” on social media channels.
Wilms writes: “(Rubin) believes that “lurkers” – those who aren’t vocal in your social media audiences – are just as valuable as the vocal minority. When you engage with individuals on a social platform, you are leaving that relationship open for others to see. As those “lurkers” interact with your brand, they see and are reacting to your interactions with others. Create open, engaging dialogue with a few and you will open your doors to exponential others who take note of not only what you say, but how you say it.”
So, as a springboard to our conversation tomorrow, read the Wilms piece (and for extra credit take a look at the Rubin interview). See you at the Council!