Can Multiple Channel Social Media Marketing Increase Your Brand's Influence?

brane_fulll[1]The influence of Social Media and its ability to transcend different communities and spread your brands message is pervasive through the viral ability of the medium to enable people, companies, groups and communities passing your content and message on, especially if they see it is of a value and helps them solve problems.

Your link and content can start on Twitter, then transfer to Facebook, YouTube, LinkedIn, Company Websites and other blogs as other people take your content and pass it on by copying it, pasting it and adapting it. I have even had one of my blog posts “28 Reasons Why The CEO Is Afraid of Social Media”  turned into a Bingo game at Craig Thomler’s Blog at eGov AU. I am constantly amazed at people’s creativity.

A blog post by Joseph Greeny who states in his Business Week article, “Increase Your Influence Tenfold, that when we want to change behavior, we usually immediately are looking for a quick fix.  This means that we choose one method of changing the bad behavior and the one method we choose is the one we feel will give us quick results”.

What Greeny and the other researchers found however, is that when people try to change behavior using “one” source of influence, that they are rarely successful.

They have  found that when four or more of the six sources of influence are combined, the influencer’s are 10 times more likely to produce a profound, sustainable change in behavior.

 I think that there are significant parallels between the “Mutiple Channels” of Social Media and Greeny’s “Six Sources of Influence” and the evidential effectiveness of  the “Mutiple Channels” of Social Media. A lot of  digital marketing is single channel (or primarily one channel such as email marketing) rather than using multiple channels to provide leverage and efficiency. So here are the “Six Sources of Influence” and the parallel comparison with Social Media.

Six Sources of Influence: (and its comparative “Social Media” parallel equivalent) 

1. Personal Motivationovercome individual reluctance and resistance

Social Media: It empowers the individual and provides personal motivation by rewarding them with feedback, comments and ratings with Social media Platforms such as Facebook, where you receive comments on your updates and increases in the number of friends, YouTube you get viewings and ratings, Blogs receive comments and you can track your subscribers and hits. This all can be very motivating to the point of obsession

2. Personal Ability – teach the necessary skills for success

Social Media: It provides the content and the tools to learn. Blogs provide the latest and greatest thought provoking content that transfers knowledge faster and more efficiently than ever before in the history of humanity. YouTube provides online tututorials on almost any topic you can imagine. Twitter is constantly pointing you at links and content that teaches and informs

3. Social Motivation – enlist help

Social Media: With Social Media you can ask for assistance from Facebook friends, ask your loyal followers on Twitter, Ask a question on LinkedIn and find a tutorial on Twitter to find the right advice 

4. Social Ability – leverage teamwork

Social Media: The medium provides a platform for you to put up content and then the web community passes it on in effect providing leveraged teamwork. In fact social media platforms such as YouTube allows the “Team” to put up information and content for everyone to view and share, in fact the top sites on the web are content provided by the “World Team”

5. Structural Motivation – reward early successes

Social Media: Put up a Blog post… get a comment, this is a reward, Follow someone on Twitter they follow you back (another emotional reward), Put up a YouTube Video, you get a rating and views (another immediate reward)

6. Structural Ability – create a supportive physical environment

Social Media: This Influence of providing a supportive physical element is addressed by Social Media by facilitating through online communication, the arrangement of a  physical  meetings with a coffee or a lunch (maybe a drink even). In fact a Twitter message from Florida by a Twitter follower resulted in a physical meeting with all its supportive elements with a fellow passionate social media enthusiast in Sydney, Australia.  

So if you are going to influence the universe and  make a difference it is adviseable to use Mutiple Channels of influence to leverage your message in cyberspace. So are you using one channel or are you a multi channel marketer? Let me know you story  





  • Ricardo

    Great post man! Liked particularly the Structural Motivation analysis, aha so tru!

  • Anthony Perez

    Great post, Jeff, it’s one of the things we have to constantly remind clients at my agency. But I also think you miss another key point. True value content (which has the ability to go viral) can spread outside of the Web.

    If I’m on Twitter and my 6 closest friends aren’t, it doesn’t matter if the marketing message relevant to my network of friends only reaches me. If it reaches me and I find value in it, I might mention it later to my friends over dinner, pull out my iPhone and show them, or explain it to them.

  • moonlighthk

    One challenge organizations will need to grapple with the more they delve into social media is content replication across various networks/platforms. I don’t think there’s anything wrong (in fact that’s one of the main objectives) with blasting an offer/ad across the various networks, but what about similar content like a press release. What dangers lie in posting the content on the website, blog, facebook and linkedin? I’d be interested to hear your thoughts on this topic. Thanks!

  • Peter L Masters

    Structural Motivation – reward early successes.

    This key phrase sums it all up! Social Media fans are working together because they believe in Social Media. 2 days ago I’d never heard of Jeff Bullas and now I check his blog daily because it’s good and makes sense. Not only that, but I’m taking time to “discuss” a meeting I had early this morning with a local businessman.

    Earlier this morning, I had a meeting with an old friend, the Director of a Real Estate company, and he asked my take on what’s going on with Social Media? How come I was so enthusiastic? How can he possibly find time to do “all that stuff”?

    How would it help him? Why Tweet? What to Tweet?

    Sensible questions from a businessman, right? Real Estate is his speciality, but he’s smart enough and forward thinking enough to know that communication, particularly Marketing, has changed dramatically over the last year or two!

    I immediately said that our meeting was a good chance to discuss how communication had changed, not just for Real Estate or Construction, but for everyone. I mentioned that many of the UK’s major Construction companies were already using Facebook, LinkedIn, Twitter etc but some of the SME’s were slow to catch up, perhaps because they lacked the resources.

    I added that I can only sit with one person for 45 minutes and look at my blog and see and explain what’s going on, BUT with Twitter I can do the same with 100’s of followers around the world AND all at once! How amazing is that?!

    I also explained that in all Marketing, communication adds value; if people see a company or hear about a company, there’s much more chance they’ll use their service or products than if they didn’t. Simple, right?

    That’s why his company has got a website and that’s also why they spend a lot of money on advertising.

    I asked him if he still advertised in the local newspaper, he said yes, of course, but it was a dying concept because everything’s on-line now!

    A Eureka moment! He had answered his own question.

    I showed him the Social Media video on my blog, it was maybe a tad early for Fat Boy Slim, but he got the message.

    As for finding time to Tweet, to update LinkedIn, Facebook, YouTube and whatever else would truly benefit him, I’ll do it!

    That’s what I’m here for!

    Good post Jeff!