One of the terms which I am most proud of ranking top in the Google natural search results for is 'Lovable Social Media'. In the light of research by such industry heavyweights as Forrester Research suggesting that consumer trust in corporate blogs may be as low as 16%, it would seem to me that organizations are forgetting that the social media should be 'lovable'; any organisational presence created in pursuit of customer engagement should be 'enjoyable' for all parties participating therein. Is this occuring at present? Whilst debatable, the figures would suggest that efforts to make the social media universally enjoyable have thus far failed.
For me, Lovable Social Media repesents fulfillment achieved through interactions with the social media. From an organisational perspective, this fulfillment represents the satisfaction of successfully representating the organisation through the social media. Whilst the implementation of a social media strategy will be primarily designed to improve the standing of the online brand perception, the personal satisfaction gained from the employees engaging therein represents an important biproduct. Conversely, lovable social media from the customer's perspective represents value added satisfaction achieved through engagement with the organisation's social media presence. In both cases, the choice to engage therein extends beyond feelings of obligation.
Remember, as an organisation , it is your reponsibility to make your social media presence enjoyable; customers must engage willingly, not simply because they feel obliged to do so. Transparently add value and the customer will engage. Remember, success in the social media is easy to achieve. Simply ensure that your presence is fun, enjoyable and value adding; in other words, bring lovable social media to your customers.