Critical to the success of social media or content marketing strategy is the concept of “motivation.” Borrowed from the acting world where a good actor uses a motivation to bring his or her character to life, motivation in social is meant to drive all that is posted and pasted.
Social media motivation is not random – it’s a direct outgrowth of brand strategy. Motivation must illuminate and demonstrate the claim and proof array that are a product’s brand strategy. This opens up and speeds up consumer understanding of brand strategy. It brings brand strategy out of paper mode and theory mode and into experience and action – creating muscle memory.
A customer care person on the phone who understands a company’s brand strategy can decide on the fly how to act. How to deliver. How to behave. This is where acting can turn into reality. And reality into culture.
Strategy is brilliant but until it turns into product, deeds and experiences it’s just ink on a screen. Peace.