| 1.2 Demand Director
28. Social Media Officer | |
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| 12.27. Social Media Officer: (SMO) | | 1. With some reluctance, a Social Media Officer has been appointed. The role of social media has fundamentally changed from casual communications to a mandated news channel that will dictate the future of mankind. | | 2. An opinion is that extreamism will accidently replace libral democracy because people will choose to not only listen to selective news but to actively promote that selective news. The era of one person one vote has evolved into those that shout the loudest with more trending news than others has become the dominant force. Popularism is a human characteristic where people like to be on the side of the winner, so the brand that is winning tends to get more followers than a brand with a bad reputation. | | 3. The firm with a million followers will always win business against a firm with a hundred followers. Broadcast news is based on when is trending and a firm with a very large number of followers will influence what is trending. | | 4. The world has changed and marketing by social media enables any news story to be bent to favour the firm that chooses to promote that news story and influence millions of people. Instead of a marketing campaign targeting a few thousand people, continual social media can target millions. The option exists to promote bad news about competitors - bad news can spread faster than good news and has more drama. |
| 2. Brand and Logo: | | 1. Every person is a brand and that person may be the face of the private independent company that benefits from brand awareness. Revenue does not come from having a brand, that brand must have a message and a mission where that mission must be profitable. | | 2. People are recruited to the brand and awards are gifted so news stories about people winning awards are promoted as a way to promote the brand. Animals are recruited to add an "aha" moment to the awards with pretty pictures. | | 3. Any news story that mentions a competitor is given a twist to emphasise any negative point and then promoted to ensure that it trends. Overtime, a reputation built on negative points will endure. |
| 3. Eliza: | | 1. The organisation with the most Bots with the most followers will be able to amplify news stories faster and better than the organisation with less Bots. A role of the Social Media Officer must be to generate a new Bot at a rate of at least one per day. | | 2. Each new Bot has a promotional story to tell with a FB, TW account and Gmail address. The Bot is programmed to like and forward news stories from its fellow Bots, but with a twist based on their own programmed promotional story. | | 3. Over time, some Bots will do better than others, so the promotional stories that are popular will be liked and other promotional stories will fill in the gaps. While a mega-byte logo may look nice, it could never be used as an effective marketing tool. | | 4. When marketing, only the provably good trends continue to be promoted. When promoting with social media, all trends are good, even those with a tiny number of likes or retweets. Social media is like marketing to the world - every news story that is retweeted or liked is cost effective to the overall picture being crafted. | | 5. A large number of bots are needed - creating one per day for the next five years may be too slow. Eliza needs to learn how to engineer a new Bot every hour so social media can be used to promote the business in the way that it needs to be promoted. Competitors get a different kind of promotion, but the same army of Bots are involved. |
| 4. Politics as a Teacher: | | 1. Politices has a lot to teach the company about the long term benefits of social media and "popularism". The content of the new story is secondary to the fact the the news story is trending with reference to the brand or person. | | 2. Where the content of the news story has drama and disbelief, then the more it is picked up by broadcasters to make it even bigger news. A role of the SMO is to manage news stories that will become newsworthy. Any story can be taken and amplified with reference to some dramatic event that involves the brand - bad stories with drama a liked more than good stories. Industry news may be dry facts, but when the story shocks the company cat with a photo of the shocked cat, then social media will promote the dry news story with a cat twist that has reference to the brand. | | 3. Political trends is just a teaching platform as to how companies must behave in the future - much to learn, much to do and a Social Media Officer to do it. The Russian and Chinese spy industry has a lot to teach the company - continual messages create a positive reputation over time. While the company is not trending in such company, lessons must be learnt. |
| 5. Service Brand: | | 1. Products have brands. People buy products because of the brand image. All products are evolving to be services. Services are not good at being promoted as a brand. Telephone and Internet services may be dominated by a few monopolistic companies, but the branding is pathetic. | | 2. The Social Media Officer has a need to promote services as if they were a product with a life style. How to package Application Services into a life style may be a challenge. A Brokerage Application Service may be a more realistic package that has a social media life style. | | 3. Promoting the brand maay include forwarding bad news about competitors. Social media is abount increasing market share and that includes reducing the market to competitors. Compeitors are able to generate their own news stories, but those news stories have humerous consequences and those humerour consequences can become negative news that exceeds the benefit of the original good news. | | 4. Fake news is not acceptable because it will eventually be found out. Never confuse an opinion with a lie. Real news bent to amplify certain traits and discard other traits can be promoted with the certainty that it will not be classified as fake news. The overall message is to simply get a reference to the brand, so the rest of the content is of less importance when it gets to more than a million people. What was called "spin" is just a matter of opinion (not fake) and the more outrageous that opinion may be the more Likes it will attract. | | 5. People in this company have won this award because this is the very best company in the country. People in this survey voted this product-service the very best product-service in the country. This company with this product-service have been awarded the best company in the UK to work for. The Brokerage Association of UK has awarded their top honor to this company with this product-service for the second year running. Eye-catching, startling, striking, flamboyant, showy, gaudy, ostentatious, dazzling, saucy, brazen, adventurous, bold, strong, daring, audacious, definant, daredevil, shocking. |
| Document Control: | | 1. Document Title: Social Media Officer. | | 2. Reference: 161228. | | 3. Keywords: ITIL Social Media Officer, Brand and Logo. | | 4. Description: ITIL Organisation structure does not have a marketing and sales capability. | | 5. Privacy: Public education service as a benefit to humanity. | | 6. Issued: 13 Feb 2018. | | 7. Edition: 2.2. |
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