What does 'Say & Do' mean in the world of social media?

As any of our friends will tell you, we're passionate believers in the mantra of 'Say & Do', at its very simplest we believe in translating brand promises into tangible behaviour. Actions speak louder than words. It's easy to 'get' how our work in the realworld delivers on this credo but perhaps less immediately apparent how it informs our approach to the world of digital and social.

The article below by our Head of Digital Strategy, posted last week on Brand Republic's The Wall blog, makes the case for this approach to the world of social media interactions, where 'saying & doing' comes to life in the parallels between digital sociability and realworld sociability. That is, the combination of realworld interactions - where we have the opportunity to trigger the evangelists of social media and inspire the content creation that fuels social interactions - and the community and dialogue that these realworld sparks ignite. If you like, 'doing' as the catalyst that triggers social 'saying'.

Of course, the realworld isn't a prerequisite for successful digital activity but we believe that it is an immensely powerful way to approach successful social media campaigns. We'd love to hear from other people with insights into balancing experience in the social mix - whether you agree or disagree.

In the meantime, you can read the piece here:

Picture the scene: you’re ready to hit go on your big social media project but are suddenly gripped by fear. The fear that despite all the research, the great concept, media spend, beautiful design and user interface, the audience just may not react with the infectious thrill you need to make this a ‘message that moves’. We deal in human responses and can never completely mitigate risk, but could it be that a solution to successful creativity in social media is so obvious that the clue is in the name… that ‘sociability’ is the fuel we need?

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