Social Business and Engagement is all about being real within your community and engaging with your partner communities. It is about 1 + 1 = 3 AND Not 3 = 6. What sparked my post was the tweet below.

What I mean with this is that we all have an identity and a personal in real life and that remains the same in Social Media or Social Business. Being real, authentic, and honest is what brings us friends through our engagement. Engagement is now also very transparent on channels like Twitter and Facebook. So first you have to be yourself (in this case the personality of #Wallabies or #AllBlacks) and through those efforts build your virtual (and physical) brand equity. Brand equity that not only brings you ‘friends’, but also partnerships and commercial opportunities (in this case Qantas).

 

Above we can see that @QantasWallabies (with 8.6k followers) has a way to go to build the brand and equity of the @AllBlacks (with 21.8k followers). These statistics extend to the mentions shown above and the demographics below. Twitter popularity is clear in the graph below.

So what is the learning here?

Clearly I am a proponent of @AllBlacks as they have created their own identity and personality that can be leveraged by partners (1 + 1 = 3). They are not locked in to a specific partner socially (like @QantasWallabies). What happens here to the followers once the brand or partner decides to exit the partnership? How do they engage their fans on message? How do they seek further partnerships – how would ANZ Bank engage @QantasWallabies in a sponsorship?

Obviously #Wallabies have been lured into this approach by a strong digital agency, however, social business isn’t assuming we are on 3 with a specific partner and then planning to get to 6 (or exponential brand leverage! Be yourself; and sponsors and fans will buy into your brand.

What is your view?

Notes:

  1. Examining QantasWallabies and AllBalcks
  2. Twitter only
  3. Data from 01/01/2011