I learn from social media everyday. Over the past 9 weeks I have learned that indeed, digital natives (those born post the internet explosion) are alive, well, passionate and powerful.
YUMA VIBE official Facebook Photo
I have had the distinct pleasure of working to promote new Trinidad and Tobago Carnival Band Young Upwardly Mobile Adults (YUMA). In the first 6 weeks of e-existence the band’s Facebook page soured past 3,000 fans (likes), was commented about on the 3 most read Carnival blogs (or any blogs really) in Trinidad and Tobago (Trinidad Carnival Diary , Carnival Jumbie and Afro Chic ), featured on other blogs (Wuz De Scene) was featured 6 times in local traditional media. Following daily questions on the page, discussion by the avid Facebook Fans and continued post launch discussion by the not to be discounted carnival blogeratti, YUMA is now sold out (save for a handful of male costumes) and has interwoven itself into the hearts and minds of over 5,800 Facebook fans and average daily use (August 2010) of 9,000. Freakin’ wow! Way to go YUMA? Nope, way to go YUMAs!
This is not a post about successful PR. Its a post about the importance of Social Media Spin and the fact that no single person/ group can really take sole responsibility (so, no more collar popping – damn!).
Sure, the daily questions on the YUMA page about Trinidad and Tobago Carnival, music and culture are interesting – but that’s not what keeps people buzzing about the band. The Yumaraders (a term DEVELOPED by YUMA’s Facebook Fans), have created their own language (yumerific, yumafied, yumalicious, etc), Blackberry groups (at least 2), and created their own blogs ( http://yumachat.blogspot.com , inc.blogspot.com/2010/09/sooo-what-is-tourism-like-in-trinidad.html). These YUMAs (term for those involved with and intricately interested in the band) made numerous suggestions on how the band can be better and have become brand ambassadors for an entity that has given only a preview of what it will be – a great Trinidad and Tobago Carnival experience. Daily, if the YUMA page is not officially updated, the YUMAs now post their OWN questions of the day to ensure they have their OWN e-nourishment (daily YUMA-fix). The YUMAs are the page. They are the entity. They are amazing. They are the social media spin every modern PR professional dreams about but cannot claim.
In the world where brands are created daily, it is those brands that become “owned” by their customers that will survive. Of this new world, Apple is king. Proudly we say “I’m a MAC”. PC users have responded with their own social media spin – “I’m a PC” and Blackberry users aren’t too shabby at it either.
Photo From IPhone 4 Problems Website (link in blogpost)
Each of these mega “tech-e-brands” have their own social media spin. There are blogs, micro sites, user groups, chat groups, Facebook pages (official, unofficial and anti) and are featured daily in traditional media as well. These brands don’t just exist, they are fiercely protected by their consumers which keeps pressure on their creators, the people that actually work to deliver on the brand promises, on their toes. The same people that develop languages to sing your praise can develop a force to bring you down.
Am I, a person affiliated with the love of this new brand afraid then? Nope, I am inspired and I know the YUMA team will work (and is working) to deliver. All might not be perfect 1st minute out, no new products ever are (Iphone 4 much?) BUT the team is working, passionate and strong. I’m very confident. It’s Trinidad and Tobago Carnival and a very eager public – we can’t, as that old time Calypso says “Play Mas and ‘fraid powder”. See you on the YUMA page.
Hugs!
Communication Questions 