LIKE MINDS / SPREADABILITY VS REACH
29 March 2010
Lead word-of-mouth campaigns, don't micro-manage them
- Brand
- Like Minds
- Media Type
- Social Media
- Product Category
- Media & Publishing
- Country
- UK
- Source
- News
- Agency
- Like Minds / London
- Tags
- Word of mouth
- Social media
- Public relations
- Like Minds
- event
Contagious attended the WOM Espresso event last week to hear Scott Gould, founder of Like Minds talk about how spreadability beats reach. Like Minds, a six-month old start-up which describes itself as 'an organisation dedicated to Making Action Accessible' holds regular events at which luminaries from social media share knowledge to make things happen.
To illustrate his point about spreadability, Gould argues that a strategy which 'guides' as opposed to 'governs' is ultimately more effective, as is investing in a personal relationship compared to traditional PR.
Hanging on too tightly is destructive: for instance, a long-winded approval process involved in signing off a Tweet is at odds with the informal Twitter environment.
Gould advocated a 'light touch' and relinquishing control, praising campaigns such as HSBC Reviews for inviting feedback - both good and bad - on its financial services.
'Too many people try to manage word-of-mouth, very few actually lead,' he said.
Watch a three-minute film of Scott speaking to Contagious above.
www.wearelikeminds.com
To illustrate his point about spreadability, Gould argues that a strategy which 'guides' as opposed to 'governs' is ultimately more effective, as is investing in a personal relationship compared to traditional PR.
Hanging on too tightly is destructive: for instance, a long-winded approval process involved in signing off a Tweet is at odds with the informal Twitter environment.
Gould advocated a 'light touch' and relinquishing control, praising campaigns such as HSBC Reviews for inviting feedback - both good and bad - on its financial services.
'Too many people try to manage word-of-mouth, very few actually lead,' he said.
Watch a three-minute film of Scott speaking to Contagious above.
www.wearelikeminds.com
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