What Does Social Business Have To Do With Brand Strategy?

Michael Brito Brand Strategy

Michael Brito, Senior Vice President of Social Business Strategy at Edelman, is a Guest Contributor to the HootSuite blog, and author of “Smart Business, Social Business: A Playbook for Social Media in Your Organization.”  He recently gave a presentation at the Marketo Summit with our own Cameron Uganec entitled “Social Media + Storytelling = Awesomesauce.” Michael’s slides are below. 

Social Media + Storytelling = Awesomesauce

Michael Brito
Michael Brito

There is a content surplus in the market today. There is an attention deficit among consumers. Consumers are influential and their lives are unpredictable. This is making it extremely difficult for brands to reach them with the right messages.

From a content perspective, brands need to think like media companies, because media companies are content engines. They produce relevant and recent content day in and day out. The content is omnipresent (meaning it’s everywhere) and internally, media companies are agile – they can get things done quickly and efficiently.

Brands can’t just turn the “media company” button on an expect operations to change overnight. They must deploy a social business strategy to make this change successful – people, process and technology. The rest of the slides focus on the content operations of becoming a media company. Enjoy: