This third person position is also the most effective way to engage and influence the social networking sphere. The major difference in the marketing model exist in the speed at which the message takes shape, is responded to and dies out. The speed at which new messages must be developed for the social media sphere is demanding. Multiple messages and multiple conversations occur in parallel and throughout the social media marketing lifespan. This makes the challenge of positioning brands challenging. If carefully planed, the messages that marketers place into the social networking sphere will be incorporated through a similar type of catharsis into the lives of those that interact with them and those that bear witness to this interaction.
Creating content that is relevant and encourages meaningful conversation is based upon the premise of telling stories about your target audience (from their point of view) while placing your product or service in their scope of use. Remember the overview of the Redbull facebook page earlier in this document. Redbull does a fantastic job of creating content that appears to be told by the users of the product. Some of these messages are created by the users themselves as well. The stories involve everyday consumers that typically incorporate the use of the product to overcome some type of issue or problem in their lives. For example, the story I read where a student that worked full time had only 24 hours to study for a major exam and by using Redbull was able to concentrate and maintain the discipline to study and be successful when the test was taken. The other story I read was about a young mother who was working full time and had very little energy when she got home to her children. Through the use of Redbull she was able to enhance her family life and have a positive impact on the lives of her children. Whether or not we agree with the use of this product, the results are clear. People identify with the character, have meaningful conversations about the story and integrate this message (along with the brand) into their lives. ~ David C. Skul