Mark Zawacki is part of 650Labs based in Silicon Valley, a firm which advises multi nationals on how to react to disruptive innovation that more and more is coming from Silicon Valley.
His objective for social media is routed from reading an article on the cover of Fast Company magazine in 1997, by Tom Peters “the brand called you” . In the article Tom talks about how we all need to manage our own brand attributes. Mark sees social media as now very much helping him to do that.
Mark tends to do social media in an ad hoc way, very much as discretionary effort, almost 100% on mobile and he uses a mixture of Twitter, LinkedIn and Facebook.
He treats twitter as an engagement tool so its not a one way blast so he is always trying to spark conversations.
Mark thinks we are still “early days” in social media , but he thinks the power of social media is that: you can potentially talk to millions of people, your voice can reverberate in extraordinary ways, its transparent, its open and fit forces brands to be honest and forces companies to be authentic. It is changing the dynamic of how brands interface with customers.
His tip for executives starting on social is to follow people and create a cadence where you are using social media as a news source. You then pick up the flow of what is going on. A secondary step would be to start interacting.
Finally he says “we only exist in the words we use”, so chose your words careful and be succinct. Great advice, so I’ll stop writing right now.
You can follow Mark on twitter at @markzawacki