The first path is a conservative one, on which larger entrenched institutions create barriers to protect their position and power. The second path is a bit more comforting to both the old and new guard, as it is the path of change. We accept change, we compromise, we embrace the delicate uncertainties, etc. About the most painful aspect of this path is the idea that agencies, and the businesses they look to serve, will be forced to learn new practices. In doing so, disciplines will be forced to share more significant budget lines with areas of emerging opportunity.

The third and final path he describes – “digital dreaming” – is terrifying because you can’t control it, define it, predict it or balance a budget on it at the moment. It is a path that mandates we leave behind the old rules and realities that have defined marketing to completely embrace the promise of technological possibility. It is the path that forces you to let go completely of any lingering hesitation caused by fear of change. (Sound pretty familiar? This third path is akin to the year we have just experienced.)

I’ll take the third path, though – not because I am excessively driven by unmanaged risk, but because it speaks more to the idea of creative thinking. Critical problem solving deployed to deliver practical solutions, as opposed to the stale waffling of bartering that often plagues marketing – especially in the media planning realm.

Now, keep in mind, Dr. Fredericks’ book was published way back in 2007. At that time Twitter was only recently conceived, Facebook was potty training, and Apple was preparing to unleash the first iPhone on gadget junkies. Fredericks clearly states that his basis of affection for the third path is its being based on search. Yes, search, as in algorithms, Google and Bing. The content that we crave, know, seek and love will no longer be defined by its house but instead by what he terms its “essence” – whether it is text, video or audio. How will we get this essence? He proposes it will be based on voluntarily engagement in a new stream of content distribution, via both pay-for and ad-supported delivery methods.

It is a great hypothesis and, to some extent, one that has already begun to emerge as not only possibility but reality. We see it both in paid keyword search and behavioral ad delivery models via online ad networks. You type “social media marketing” into Google search and you get a stream of data that the engine tries to quantify as valuable to you. In the process, without any breakdown of the organic information that is returned, I or any number of media planning wonks will beg your indulgence to consider clicking on our paid sponsor link.

We also see it in direct content purchase via iTunes or in accessing data on Hulu. It is built on the notion that advertising is no longer dependent on the content alone to reach vaguely identifiable large packs of humans. Instead, the consumer’s intent, actions and behavior can correlate to drive relevancy of messages. It strips away the notion of the nightly news reaching adults age 35 – 54 who might have some propensity to be in the market for various things like detergent or a car. It strips it completely bare. Then it attempts to identify the consumer’s needs and potential interests based on his most immediate intentions or request for information queries.

Imagine it outside of a search engine for a moment. What if you turned on your entertainment hard drive to tap into the latest episode of Breaking Bad. You can either choose to pay $2.99 for an ad-free viewing or a free view with content support. Say you already drop $45 a month for broadband access; you might be inclined to choose content support. A menu pops up and you are given a set of category options based on your preset interests and businesses willing to pay $2.99 for that interest.

Where the wheels on this bus go “squeak, squeak, SCREECH” is that while Fredericks talks of empowered consumers with fervor, he misses the opportunity of what can only be defined at the moment as audience search. Essentially, do not wait for your customers to stumble over to you based on the intent algorithm. Tap directly into the power of the conversations that technology is emboldening your customers to have with or about your product or service. Find out where your customers are and create environments in which they will engage your brand, product or service. (I’m not creating a new mode of thought here – Seth Godin talks about similar ideas in Tribes, and Everett Rogers explained how communications or idea paths disseminate in similar ways in Diffusion of Innovations.

To me, “digital dreaming” is not only about understanding intentions and actions, but also uncovering the things that both excite and dismay established and potential customers – and perhaps the not-so-satisfied ones to boot. It really boils down to this: You simultaneously need to find better ways to reach out to potential customers with more meaningful messages, while also engaging your existing customers who have great passion for what you do. Some of you are rolling your eyes thinking, “How will I get people passionate about my product? I am not a ‘social’ brand!” I’d say, don’t look for what you mistake to be existing fruit; it is probably past its peak anyhow. Look for the seed to plant new ideas or uncover hidden aspects about your business that are inherently interesting and possibly social. Start with accepting the fact that the technology is here and it is changing how people’s communication is sparked. If you still don’t have an idea that works for you, support another entity that does. A lot of what social media marketing is about is reciprocal relationships. Support what others are passionate about and they will be more likely to consider your brand in return for that support.

Recently, we watched some digital dreaming unfold when an item pinged up in a Zeitgeist & Coffee^SM weekly landscape survey for our client MVP Health Care. What we found was a Twitter posting regarding MVP. The individual had noted the presence of community relations and brand signage at a bicycle race in which he had participated. Not long after the event, the individual was delivered an ad impression via our online video display campaign. He literally grabbed the core “TriVantage” product message from the ads’ closing graphic and proceeded to share it on Twitter through TwitPic to all his followers. The conversation became the medium, the technology, the process and the message. It gets rebroadcast and maybe “re-tweeted” and “liked,” so on and down the line.

This isn’t planned. We didn’t sit plotting in the viral war room. What we did do a few years ago with our client was come to a smart and sound conclusion that the marketplace had significantly changed. Being just a logo is not the recipe for being noticed. Your logo is the mark by which you are easily identified; your brand position is what you actually deliver to your customers. We presented a prospect with a strong message and brand experience, in multiple venues that matter to them. The message and the choice of venues were impactful enough to catalyze a positive, unsolicited response. We could keep doing it the silly old “reach and frequency” way. Continuing to put faith in saying nothing often may get us some unaided brand awareness points on a compromised survey. Or we could focus on the notion that people are willing to engage our brands and have an open mind to the possibilities.

This does not mean these efforts happen at the expense of existing media channels in favor of social media efforts. What it really means is start making the messages better and more tangible wherever they are going to be broadcast. Plug and play options will be best in Dr. Fredericks’ future world of advertising… and the future is now. Is your marketing digital dream ready?

I speak to large and small companies on a daily basis and everyone seems to say the same thing: “We have to get in on social media marketing.” Some companies are taking the lead to do it themselves. They are establishing “social media” or “new media” or “digital media” departments that will head up the company’s social media initiatives. They are asking about tools that will monitor the social space and easy ways to distribute content. And of course, everyone wants to know about tracking and reporting. Some are going through a very rigorous exercise of shutting down renegade bloggers and using taskforces to establish guidelines and standards prior to foraying into the social space. And yes, there are still a small few who haven’t quite drunk the Kool-Aid®. For this article, I want to focus on the enthusiasts – companies that are eagerly entering the social media space.

To give you a sense of how many are doing just that, Facebook fan pages are being added at the rate of 24,000 per day. It’s clearly reached a critical mass, and most companies at this point are eager and enthusiastic to get going. Last year, companies exhibited a lack of urgency and interest in social media – this year, they are trying to more than make up for “lost time” and in some cases are forgetting their common marketing sense. For all the companies that are getting themselves “some of that social media,” I ask you to please take a deep breath and consider a few things before you drive yourselves – and your companies – down a wrong path.

First, do not establish a new silo in your company. If social media is leveraged correctly, it can influence and impact multiple organizational functions – not just marketing (advertising, direct, promotion and PR) but sales, operations, HR, customer service, product development and research. Social media should not be sanctioned to one department in a company.

Nor should it be the responsibility of just one individual. Do not think that hiring one social media specialist will answer all your needs. That’s like saying you need only one person to run the accounting office – they can do all the accounts payable, receivable, payroll, purchasing, employee benefits, etc. social media has moved beyond the lone-gun cowboy blogger.

Before you start tweeting, consider what you are trying to accomplish through social media. Social media can be employed for many different reasons. Decide how you want to use it and what you want to get from it. Is it to build your brand awareness and create thought leadership? How about brand preference and loyalty? Do you need to answer customer needs and enhance engagement? Are you looking to build traffic and new interest? Have you considered what it can do to help with gathering market intelligence and research? Do you want it for a recruitment tool? Do you expect it to drive sales? And don’t say “yes” to all – everyone says yes to all. What is realistic for your company? You may need to re-prioritize your expectations.

Once you have established your objectives, you need to sweep the landscape. Do a thorough vetting of what is being said and who is saying it. You should be able to capture information about keywords and themes relating directly to your company/brand/product; the opinions and perceptions of your customers, employees, partners and your competitors; and you should also be able to identify key influencers, what they are saying and where you can find them. Think of it like a social media messaging/media plan – you want to uncover where the conversations are happening, who is engaging and what they are talking about.

Now consider your company – are you conversation ready? Is your brand even in the conversation? Do you have something of value to share? Are you ready for a corporate-wide solution or is it better for you to focus on key markets or key products? Be very clear about what you can take on before you launch. Consider which social media platform will work for your needs. They are all different with varying benefits (go back to your objectives).

Don’t forget to consider roles and responsibilities, including internal hiring and outsourcing. There are a lot of tools, technologies and talent available to help monitor and manage social media. Do a thorough review of what is available before you start hiring staff.

And remember, just because you build a social media platform doesn’t mean people will come. You have to engage them and inspire them to participate. You have to have something of value that matters to them. Social media is a two-way conversation, a give and take. Do not just start tweeting out corporate news and expect people to follow you. Consider social media as part of your integrated approach to marketing, and leverage it for all it can do.

Social media gives real-time and immediate feedback – be realistic on what you want to measure (line it up with your objectives), and don’t get caught up in all the information that you don’t need. Use the data to help inform decisions, and don’t be afraid to test, learn and make adjustments as the tide of conversation changes. This is a whole new world, and a very exciting time in marketing – don’t panic, use common marketing sense and enjoy the ride.

Harness the power of social media. Register for your free presentation today and find out how you can use social media to build your brand and business.