The Social Web requires the continual reflection of purposeful participation, engagement and

intent. Reflection should go well beyond the ‘what’ a Brand may be doing and should also heavily

reflect on the ‘why’. It is only then that a Brand can truly execute at a level to reap the key

underlying social benefits for cultivating, reinforcing and engaging with the communities it aims to

serve.

Savvy Brands understand that social media offers much more than a new broadcast and

promotion medium for a Brand, products or services. Successful social media Brands view the

medium as an opportunity. An opportunity to become fully engaged and immersed with

consumers to build an open dialogue for mutual benefit – a dialogue that has never before really

been possible via traditional business communications. These social savvy Brands are not afraid

to listen and then engage with their customers. And they welcome the opportunity to continuously

experiment to define ‘best practices’ for greater community involvement.

This seems like a very simple premise, but all too often Brands are quick to overlook the

underpinning real value associated with social media. The less astute frequently make the mistake

of being overtly self promotional with little regard to building an open, two-way dialogue between

Brand and consumer. As a result, Brands who do not sincerely have a desire to cultivate

relationships with its customers may never realize flourishing communities. And -- ultimately the

Brand loses by not capitalizing on the opportunity to embrace its customers at a deeper, more

personal level for greater business benefit.

It is with this simple premise that constant reflection becomes a critical component for

participating and practicing social media. Reflection offers periodic, self imposed reviews that help

to avoid common pitfalls of being overly self indulgent. It ensures there is a mechanism in place to

keep Brands on course with viable and sustainable social media roadmaps. At times, it may be

simple or complex. It may be an independent, complementary or comprehensive review process.

And it may be done as often that it may be justified or required – based on individual Brand needs.

But in all cases, reflection needs to be part of the social media mix. Continual reflection is an

investment. A critical investment in the overall practice of social media that guarantees a Brand

operates from a position of strength in the social media sphere of influence.

For more information, contact: Daniel McKean . danielmckean@gmail.com . (949) 338-4762

Social Media Audits Reflection – A needed investment