I put the book down and shrugged, pondered, and then shrugged again. How could I, a single individual in this large world transform an idea to these social media conglomerates that Michael Brito mentions in his book, Your Brand: The Next Media Company? I must admit that the main premise of this book, change and helping a brand evolve into a media company is truly a large topic that was explained very well. The writer could have very easily went off into large terms, big numbers, and cold hard facts to get his point across, but instead he took a step back and understood the audience reading this book. The people, like myself, who read this book, are those that need to understand the importance of change and taking a brand into the social media world successfully.
So, how do you it? Michael Brito laid out the book in a very smart fashion by getting into the background of the actual people that the brand is targeting in today’s age. Push, push, and then push harder to get through the clutter that surrounds consumers today! Just look here at the many social media platforms that are around as of 2012:
One of the great takeaways was when Brito mentions that it takes three to five times of hearing, reading or seeing things for a person to believe it. With that, a high percentage of respondents say to use search after performing online tasks. The real question is whether or not your name and content is top of the list when doing that search. When I read this part of the book, I was actually sitting at the gate waiting to board my Spirit Airline flight. I apologize in advance if there is anyone who loves the airline out there, but I actually got suckered into it by using my Marriott Reward points, and this was the only flight I qualified for to take me to Minnesota. I dare you right now to do a quick “Spirit Airline” search. Let’s just say that after the first link of their actual website, all others to follow will bring you to the “Boycotting Spirit Airline” Facebook page (https://www.facebook.com/Boycottspirit) or their 1.5 star review (out of 5) on Airline Quality’s website (http://www.airlinequality.com/Forum/spirit.htm), and the list continues. As the book says, it starts with the title. These searches with negative extremes click-through-rates performed 30% better in blog titles, so you would think that it must be around the same for website titles as well. Truly astonishing if you think about it.
I think that the communications and media team over at Spirit should refresh themselves on this book because there are little efforts being made on Spirits behalf to put these bad reviews to rest! As Brito talks about, the consumer world we live in is full of those needing instant gratification and thrive on the concept of real-time marketing. Spirit could simply come up with a campaign revolved around acknowledging their terrible reviews in an attempt to change viewpoints with the tagline “let’s put the rumors to rest and show you what puts the ‘spirit’ into Spirit” (or something along those lines). When I did a quick search on the anti-Spirit Facebook page, this is what I found:
The sad part was this was one small conversation of hundreds and hundreds of post, none of which had any response by the airline.
I’m sure that Michael Brito would love to use this as an example of what not to do when you’re developing your brand and social media plan. Interestingly enough, Spirit Airlines does not even have a blog! Throughout my time in Using Social and Digital Media class, if there is one thing that is important to a company, it’s a blog. A writer Andrew Sullivan wrote a piece about blogging in The Atlantic eluding to the importance of blogging to give the writer a voice that allows them to expose themselves as never before. This is the current time! I think that Google does it write with their blog http://googleblog.blogspot.com. They are a search engine with little really to say, but they successfully created a hotspot for someone to click through to find search trends in a given week.