Photo credit: The Logo Runner.
No, this isn’t to say you can’t be creative.
No, this isn’t to say you can’t think of a big idea and scale it back if needed.
Being practical with social platforms shows:
- Awareness of the target demographic and consumer map
- Understanding how the tools work within your industry
- Innovation can occur with parameters
Your innovative idea with social media platforms won’t have any legs if a.) no one is talking about it b.) the consumer doesn’t understand it and c.) the client thinks youre nuts.
You know why brainstorm sessions are great? Any idea can fly. It could be the most out there topic, and it could never work within the industry or client, but it might work later. It might spawn a different idea that’s applicable now. Creative brainstorms serve as a foundation for ideas to start, for ideas to mull over, and for ideas to come.
And sometimes? Those “out there” ideas are perfect for the consumer and brand. You just have to back it up with research, time and know when it’s successful. Managing client expectations go hand and hand with consumer expectations. Immersing yourself in the consumer mindset helps to scale and exert ideas.
Brilliance comes in all shapes and sizes. Scaling back doesn’t mean you admit defeat and your idea is dead. The consumer/creative balance plays an integral role into who responds to the idea, and ultimately, who buys the product or service.
Whiteboards at your cube/office are great for this: if you think of an idea, jot it down. See where it’s applicable, who it can target, and if it’s a fit. If it doesn’t work for a specific industry, see if it’s applicable elsewhere. Watch trend forecasts and see if it’s applicable a few months down the road.
Understand Your Industry
It might seem like a no-brainer, but something that works for B2B might not work for B2C, and something for the restaurant industry won’t work for healthcare. Case studies are great, but only if they are applicable to the industry. Can you take an approach and make it unique? Sure, but demographics and the brand need to play an important part.
Understand the Tools
There are plenty of tools out there, and we seem fixated on finding the next big thing. Instead of doing that, let’s understand how to fully use the platforms available and push brands to incorporate creative approaches with them into traditional marketing and public relations.
Understand that it’s Ok to Challenge
A thought leader isn’t always right. It’s easy to take super new platforms and position ideas as if they are rock solid. Do research and never be scared to challenge an idea or person. If it’s not applicable, it’s not practical, and no one will give a crap. The creative challenge is finding innovative ideas that any consumer in the target demographic can latch on to.
What do you think? Why do some take every social platform approach and believe it’s gold?
