Question...
How many people do you see standing around the water cooler asking how many terrabytes of information the company has....compared with people standing around discussing who did what, to whom and why?
Now I may be generalising but I suspect that the latter has a greater number and that is important....it is important for leaders and brands to realise...why?
...because it is important to realise people are nosey, people are natural tellers of stories, people are social networkers of information. If that information has value to them - value in terms of social capital, they will want to create that social value
So this simply means that
- If brands create content that has 'gossipablity', people will share it
- If it is entertaining, informational or educational ....it has the potential to have the gossipability factor
- To understand what defines (2) for your brand means you need to know who you are and who your target customers are REALLY well!
- To start gossip...you need to connect with people. Social media is the tool that gives your brand 'gossipability'
- Remember no one will trust gossip in the future if it ends up being wrong....so create content that consistently delivers the value you promise
