One of the highlights of my college years is my road trip to Graceland. In hindsight, climbing into a car with two friends and driving round trip from Cincinnati to Memphis in about 48 hours is less than appealing. But the Elvis experience is still fresh in my mind for other reasons. In fact, Elvis’ life can teach us at least four things about social media.
“A little less conversation, a little more action”One of social media’s unique abilities is how quickly it can be used to organize people into taking action. Elvis song reminds us that while counting things like re-tweets, Facebook fans and blog traffic can help show progress towards a goal – successful social media efforts start with a business goal in mind. This goal will drive what metrics are tracked. This ensures that ROI can be analyzed.
Live and In Person: The Ultimate GoalGraceland docents relaying stories during the tour help detail how down to earth Elvis could be. Without visiting Graceland and seeing this in person, I’d never know this. The ultimate goal of social media is to facilitate in-person communication. Brands get so used to having a minimum of one-way glass between them and customers, they can forget that social media is a circuit. That circuit is completed by meeting customers at in-store tweet ups or other special events. It also fuels more conversation and content creation online. Consider that a Flickr search for Graceland finds nearly 87,000 pictures as just one example.
Burnin’ LoveWhile this classic Elvis tune refers to his love for a woman consuming him, it reminds us that you need passion to fuel your social media efforts. If your social media team simply views it as another job to do or your agency considers it an add-on service to keep clients and realize new revenue, it will show in the results. Social media requires participation. Anyone at their social media site of choice can tell who’s genuine and who’s rehearsed.
Elvis and social media do mix. But unfortunately, despite considerable mental effort, I was unable to attach a tip here that would allow me to discuss my favorite Elvis cuisine – the fried peanut butter and banana sandwich. Well, maybe I could point to mash-ups, but I’ll save that for another post.