Marketers promote, entertain, celebrate, and explain. In other words, they talk. But Dave Kerpen, cofounder and chairman of Likeable Media and founder and CEO of its sibling company, Likeable Local, believes that a different skill is needed in a media landscape increasingly driven by social media – listening. And by listening, Kerpen means more than just using social media channels to respond to consumer questions and complaints. He sees listening via social media as a means to tell stories and engender authentic conversations with and among consumers and to promote conversations that strengthen and reward brand loyalty.
In a lot of ways, it’s the next step in the evolution of branding. Branding started with the idea that companies and products had actual identities and that consumers would affiliate with brands that enhanced or fit well with their own identities. And – without invoking John Roberts and suggesting corporations are people – the next step seems to be making brands part of the consumer’s social circle, or at the very least, using the social circle to validate the brand.
Kerpen first made a splash in all media – not just social – when he and his then soon-to-be wife raised over $100,000 selling sponsorship rights to their wedding, which was hosted at the Brooklyn Cyclones ballpark. They then leveraged their notoriety to launch Likeable Media, a social media and word-of-mouth marketing company that is one of the fastest-growing privately held businesses in the United States. Kerpen also authored two New York Times Best Sellers: Likeable Social Media and Likeable Business, and was also named the #1 LinkedIn Influencer of All Time last summer when his article, “11 Simple Concepts for Becoming a Better Leader” garnered 1.8 million views and 21,000 likes. The first concept on his list – listening.
The Way I See It
- As much as things still keep changing – and will likely continue to keep changing – I see a growing maturation in the use of social media. Whether marketers are arriving at it through Dave Kerpen’s advice or their own observation, more and more brands are realizing the central nature of listening and storytelling to the way social media works.
- I see consumers heavily relying on participation as a means of measuring trust. They want brands they can engage with and relate to. And they want that engagement validated by their own social networks.
The Way the Industry Sees It
I sat down with Dave Kerpen, cofounder and chairman of Likeable Media and founder and CEO of Likeable Local, to discuss listening, social media, and his most recent book, Likeable Leadership.