Some call it social networking. Some call it brand building. I call it internet identification creation.

All businesses want to generate a buzz, one-up the competition and be the captain. Why not chart your own course?! One of the many great things about social media is the fact that it is always changing to suit the needs of everyone engaged. Here’s the thing. It’s not ‘out with the old and in with new’ any longer. We’re embracing the old and watching it work with the new. The key is to understand how this relationship works. Then, ‘plan your work and work your plan.’ I remember my dad saying that to me during a real estate branch meeting.  Understanding the social media channels and their specifics is vital. Otherwise, you certainly won’t be helpful to anyone, especially yourself.  Spend a lot of time on Twitter, Facebook, LinkedIn, YouTube and of course a blogging service (I favor Blogger, personally). I believe blogs and online discussion forums (chat/product review posts) are as important, if not more important, than Twitter. A Forrester Research article about the various channels customers favor when seeking to communicate and connect with their top brands, shows parallel viewpoints.

In order to make your social media plan work for you and/or your business, you must be silent and listen intently and study the responses. Understanding needs, wants, expectations, speech, personalities and behavior are crucial. Knowing how to spark conversations and generate stimulating responses (time is of the essence especially) will engage your audience and create a following.  Consistency is very important. Old news is NO news!

As you utilize video resources (YouTube, video blogs like 12seconds, video chat services like Skype), radio (podcasts, etc.) or if you want to share resources for business or personal reasons (LinkedIn, AgreeADate, etc.), just make sure you record your creations (Retaggr or Zooity) and  try to link all of them.

Finally, move away from your computer or handheld device and hit the pavement for some good old-fashioned networking. Join clubs, help your community and share what you’ve learned. Form relationships by having face to face conversations with others and create a buzz.  Word of mouth marketing is one of the biggest lead generators and it will remain that way.

So, whatever you call it: social networking, brand building or internet identification creation…..just make sure you identify yourself and your business and let EVERYONE know your number.

We’ve all been in this scenario . . . you get a craving for [insert fast food joint here] and so you announce to your co-workers that you’re going to make a run. A piece of torn-off paper is passed around getting more ratty by the minute as everyone scribbles in their own hieroglyphics what they want in a range of specific to unclear terms. Moments later you’re sitting in a drive-through trying to decipher everyone’s order without a magic coder ring with cars honking behind you and a very impatient fast food employee screeching on a microphone. It doesn’t take long for you to regret the whole thing. Perhaps next time you’ll read a chapter from the Navy Seals training book for covert operations to sneak out of the office undetected.

Before you dress in all black and apply face paint to begin “Operation Fast Food” you should try a solution created by Dunkin Donuts. The application called “Dunkin’ Run” allows you to create a database of friends and send them an “alert” that you’re going to take a trip to Dunkin’ Donuts.  Friends are invited to access an online menu of items and make their selections. The list is collected for printing or you can take the list on your mobile device (iPhone) and show it to the Dunkin’ Donuts employee. Yes, it’s that simple!

The solution is a fantastic marketing effort by Dunkin’ Donuts that makes these runs easier while maintaining your “hero” status among the office cubicles. What I really like about this app is that it offers a solution for an every day challenge while creating a buzz component among traditional media, social media and throughout the cubicles. We shouldn’t forget the loyalty factor considering that if you like their coffee and donuts this solution makes it easier to build a stronger relationship with their customers.

I also applaud their effort to create an app for their customers. Don’t underestimate the adoption rates of mobile tools and marketing opportunities. These platforms will continue to grow . . . especially with the increasing prominence of the Millennial Generation.

All of this talk of coffee and donuts is making me hungry. Now if they could just figure out an app to collect the money from my co-workers for my Dunkin’ Run.

http://www.dunkinrun.com/