Learn from Team Coco

It helps to be a celebrity.

Even better, controversy, especially the salacious, gossipy kind that pegs you as the victim of evil corporate machinations is a surefire winner.

However, Conan O’Brien (and team) demonstrated a whole lot of social media savvy in promoting his current live tour. It’s best summed up in a single line from this NYT article:

Sometimes, it seems, it is better to embrace an existing online audience than to try to create a new one.

As the article explains:

Mr. O’Brien, who was the host of NBC’s “Late Night” for 16 years before taking over “The Tonight Show” last year, has never been known for his Internet prowess. He had a show Web site, maintained by NBC, but no site of his own.

In lieu of staring their own social media profiles, the team embraced and [helped facilitate] existing ones. It’s bolstered by a web site at teamcoco.com, which they do control.

Key takeaways:

1. A MAJOR part of smart social media strategy is paying attention to what is being said about (and to) you. You need to research a bit and set up tools for following these conversations. And you do NOT have control of them. In fact, attempting to exert control over them will most likely create a nasty situation for you.
2. Instead of trying to control the conversations, listen to them. This may be some of the most honest market research you ever do. Essentially, you become a fly on the wall when people are discussing you.
3. To facilitate, make it easy to share correct information about you. Don’t force it. You can’t barge into a conversation, as people will only tune you out (at best). Mock and/or tear you apart somewhere you can’t see (other side of the spectrum). However, the easier it is to share correct information about you, the more your supporters can play a part in getting that information where you’d like it shared. It’s communications jujitsu: let your fans do the work for you. Get your critics to praise you by...
4. …using what you gain from the conversation to adjust your behavior. Remember, this may be the most honest market research you encounter. Your organization exists to serve a market. Listening to that market is the greatest compliment you can pay them. Do this well, and they will reward you.