Social Media Middlemen: The Missing Link Between Brands and Consumers

Are you just one lonely person preaching/spreading your company message via Social Media? Does every one in your company know what your are doing? Tom has outlined a couple steps on getting your middlemen setup to leverage your marketing strategy.

Next time you’re out running some errands, give this simple experiment a try.  Visit a national company that you know has a strong social media presence, and then ask an employee or two about some social tools. Is the clerk at the register familiar with any incentives for Foursquare check-ins? Can the teller help you with your iPhone app? Does the waiter know what Yelpers think? Does the sales woman know about the discount you just saw tweeted?

If your experience is similar to mine, then all too often you’ll be met with a reply of “What’s that?” or “I’m not really sure.”  I once told a hotel receptionist that I was the mayor, only to be asked “Oh really?  Is this your first time staying with us?”

So why the disconnect? Because almost all of the advice that corporations receive is how their brand can leverage the unprecedented opportunity to interact directly with consumers.

But most consumers still talk to real people more than branded accounts and pages – they interact with brands indirectly.  And as adoption of social tools continues to evolve – like mobile applications that merge online and in-person behaviors – consumers will begin to have more face-to-face “social media” interactions with brand representatives.  These employees, or “social media middlemen,” will need to not only be familiar with social tools, but also be apprised of any relevant social campaigns that your brand is participating in.

So what can a company do?  First, identify your middlemen. If you’re an insurance company, they may be independent agents or in-house customer service representatives. If you’re a restaurant, they might be the wait staff and counter help.  Banks have tellers and car companies have sales people. For some companies, like electronics manufacturers, it can be more complicated – your middlemen might be employees of the store that carries your brand.

Second, you must determine the role that these middlemen will play. Will they be active participants who promote your brand’s social engagements? Or should they just be educated representatives who are simply aware of your online efforts?

After you’ve identified your middlemen and determined what role they play, you’ll need to figure out how you will educate them. How will they know the difference between a mayorship and a badge if they don’t even know what Foursquare is? Will they need to be formally trained to help a consumer download your app on Android instead of an iPhone? If your company has thousands of locations, how will you make sure that everyone is up-to-speed?

And finally, you’ll need a comprehensive strategy to ensure that your middlemen continue to be properly identified, trained, and leveraged. Remember, social tools are about connecting people with people – and the more that the online and offline worlds of consumers begin to merge, the more they’ll be socially connecting with your employees in real life.

See the full article or more written by Tom Cummings

  • Chalecos Antibalas

    Its like you read my mind! You seem to know a lot about this, like you wrote the book in it or something. I think that you could do with a few pics to drive the message home a little bit, but other than that, this is fantastic blog. An excellent read. I will certainly be back.

  • James Root

    Great post! Thanks for sharing.

  • nyc boutique

    Kudos on having actually one of the most subtle site I have Googled onto in a while.


    Hi there, You have done an incredible job. I will certainly digg it and personally recommend to my friends. I’m confident they will be benefited from this site.

  • Ganar Dinero

    I’ve been surfing online more than 3 hours today, yet I never found any interesting article like yours. It is pretty worth enough for me. In my view, if all webmasters and bloggers made good content as you did, the net will be much more useful than ever before.

  • mercado forex

    I am extremely impressed with your writing skills and also with the layout on your weblog. Is this a paid theme or did you modify it yourself? Either way keep up the excellent quality writing, it’s rare to see a great blog like this one today..

  • internet marketing software

    This is a nice resource for anybody who blogs!!

  • Tennie Bockhorst

    Thanks for the sensible critique. Me & my neighbor were just preparing to do a little research about this. We got a grab a book from our local library but I think I learned more from this post. I am very glad to see such great information being shared freely out there. – London Escorts – SM Escort Services, 248 Kennington Park Road, London, SE11 4DA, Phone: 020 3011 1668

  • medical assistant job description

    This is such a great resource that you are providing and you give it away for free. I love seeing websites that understand the value of providing a quality resource for free. It?s the old what goes around comes around routine.


    Great goods from you, man. I have understand your stuff previous to and you are just extremely magnificent. I really like what you’ve acquired here, really like what you are saying and the way in which you say it. You make it entertaining and you still take care of to keep it smart. I can not wait to read far more from you. This is really a terrific site.

  • winning at online poker

    I went over this internet site and I think you have a lot of good information, saved to bookmarks (:.

  • frostwire

    Very nice post. I just stumbled upon your weblog and wanted to say that I have truly enjoyed browsing your blog posts. After all I will be subscribing to your feed and I hope you write again soon!

  • learn affiliate marketing

    You are a very smart particular person! :)

  • backpage auto posting software

    You seem very knowledgeable in your field.

  • seguro auto

    Magnificent post and a nice guide effortless to examine for sure. please share far more of those high quality.

  • baby car seat covers

    *An interesting discussion is worth comment. I think that you should write more on this topic, it might not be a taboo subject but generally people are not enough to speak on such topics. To the next. Cheers

  • Fremont Collection Lawyers

    I’m really enjoying the theme/design of your website. Do you ever run into any web browser compatibility issues? A handful of my blog audience have complained about my website not operating correctly in Explorer but looks great in Safari. Do you have any solutions to help fix this problem?

  • frostwire

    Wow, superb blog layout! How long have you been blogging for? you made blogging look easy. The overall look of your web site is fantastic, as well as the content!

  • Lorri Fiscel

    I think this is among the most significant info for me. And i’m glad reading your article. But should remark on few general things, The site style is great, the articles is really excellent : D. Good job, cheers

  • light brown hair color

    *Hello! I just would like to give a huge thumbs up for the great info you have here on this post. I will be coming back to your blog for more soon.

  • High Waist Shorts

    Thanks for sharing the insightful analysis. Great stuff man. Check my blog: High Waist Shorts

  • Nadine Major

    Great blog post. It’s useful information. :-)

  • free games

    Just about all of the things you claim happens to be supprisingly appropriate and it makes me wonder the reason why I had not looked at this with this light previously. This piece really did switch the light on for me as far as this specific subject matter goes. However there is actually one particular point I am not too comfortable with so whilst I attempt to reconcile that with the central theme of the position, allow me see exactly what all the rest of the readers have to point out.Nicely done.

  • no fee gift cards

    Nice blog here! Also your website loads up very fast! What web host are you using? Can I get your affiliate link to your host? (send it please to I wish my site loaded up as fast as yours lol… no fee gift cards

  • Beymen Erkek Atkı Modelleri

    Very informative and useful post. You have good command on the post and have explained in a very great way. Thanks for sharing.Good work,hope your blog be better!I just want to make a blog like this!

  • Mike Geary

    U certainly put a new spin on an issue thats been talked about for months. Great stuff, just great!

  • 6 Pack Abs

    Hi! I just wanna give you a huge thumbs up for the great info you have here on this post. I will be coming back to your blog for more soon.

  • shaw carpet

    Considerably, this post is really the sweetest on this notable topic. I harmonise with your conclusions and will thirstily look forward to your incoming updates. Saying thanks will not just be sufficient, for the phenomenal clarity in your writing. I will directly grab your rss feed to stay informed of any updates. Admirable work and much success in your business dealings!  Please excuse my poor English as it is not my first tongue.

  • wholesale Longhorns jerseys

    this was a sheer entertaining read. i enjoyed it damned much!|Thanks on this article! However, I had a problem viewing this article in Safari 5. Just wanted to institute that to your attention! Thanks.

  • Bill

    You’ve got a great blog there keep it up. I’ll be watching out for most posts.

  • Air Max 2010

    I harmonise with your conclusions and will thirstily look flippant to your coming updates.

  • black gay

    Nice blog! I found it while searching on Google buzz. Do you have any suggestions on how to get listed in Yahoo News? I’ve been trying unsucessufly. Appreciate it!

  • Romantic gifts for her

    very nice post, i certainly love this website, keep on it

  • code to unlock iphone for free

    I am curious to find out what blog system you have been using? I’m experiencing some minor security problems with my latest site and I would like to find something more risk-free. Do you have any suggestions?

    • daniella

      we are using WordPress.

  • Air Max TN

    Superior article. I will certainly due this article with my friends. Thanks fitting for the info.

  • Air Max 360

    What a prodigious post! Because of you in regard to sharing it on your site.I’ve been visiting your blog suited for a while now and I always get a marvel in your contemporary posts. Thanks with a view sharing.

  • Denese Schrupp

    Can I make a suggestion? I feel youve acquired one thing good here. However what if you happen to added a pair links to a web page that backs up what youre saying? Or perhaps you possibly can give us something to take a look at, something that would join what youre saying to one thing tangible? Only a suggestion. Anyway, in my language, there will not be a lot good supply like this.

  •  my payday relief

    Apple now has Rhapsody as an app, which is a great start, but it is currently hampered by the inability to store locally on your iPod, and has a dismal 64kbps bit rate. If this changes, then it will somewhat negate this advantage for the Zune, but the 10 songs per month will still be a big plus in Zune Pass’ favor.

  • Twila Kruppa

    Have you considered applying to be a magazine writer? Very good grammar!

  • Matthew Leider

    Zune and iPod: Most people compare the Zune to the Touch, but after seeing how slim and surprisingly small and light it is, I consider it to be a rather unique hybrid that combines qualities of both the Touch and the Nano. It’s very colorful and lovely OLED screen is slightly smaller than the touch screen, but the player itself feels quite a bit smaller and lighter. It weighs about 2/3 as much, and is noticeably smaller in width and height, while being just a hair thicker.

  • wholesale Heats jerseys

    There is some validity but I desire take believe assessment until I look into it further. Good article , thanks and we appetite more! Added to FeedBurner also.

  •,i,komputery/reczne,miotacze,gazu,pieprzowego,s,1856/ gaz pieprzowy

    It’s your pity you actually don’t have got a contribute link! I’d most definitely contribute to that remarkable weblog! I actually presume for now i’ll take book-marking plus adding a person’s Rss so that you can this Bing akun. I actually glance forwards so that you can fresh improvements but will publish the following blog site by using this Twitter crew: )

  • Johnathon Couden

    I like this web blog very much so much superb information.

  • posicionamiento seo

    Simply to follow up on the up-date of this matter on your web site and wish to let you know how much I loved the time you took to write this handy post. Within the post, you spoke of how to truly handle this matter with all ease. It would be my own pleasure to collect some more strategies from your website and come up to offer people what I discovered from you. Thank you for your usual fantastic effort.

  • liposukcja

    It’s the pity you actually don’t possess a contribute switch! I’d most definitely contribute to that superior blog site! We suppose that for the time being i’ll happy with book-marking as well as including your own Rss in order to my personal Search engines accounts. We appear forth in order to recent improvements and can show this particular web page along with my personal Myspace crew: )

  • liberty reserve

    It is a parents job to be appurtenant and endure their child for who they are and who they transform. Yet, allowing such schoolgirlish children to act affiliated decisions they don’t yet see yet, could be perplexing I would imagine! Mention your children as the sexuality they are. If they decide to diverge from that subsequent on, be adjunct. A saintly parent instrument mention differences and be in correct to their children as they grow up. But it is the parents job to resign their kids the manus tools so they look as though they can fit in with their peers. Again, if they search that they are a minuscule diametric or deprivation to explore other options, that’s okay! At least they had the opportunity to integer it out when their minds were mature to impact the info!

  • international trade

    Excellent share it is really. We’ve been looking for this content

  • Parkiety

    Good blog.

  • Abstroose

    Its good as your other posts : D, thanks for putting up.

  • Iomoio

    Wow!, this was a real quality post. In theory I’d like to write like this too – taking time and real effort to make a good article… but what can I say… I keep putting it off and never seem to achieve anything

  • Saran Lopze

    I really like your blog and i really appreciate the excellent quality content you are posting here for free for your online readers. Can you tell us which blog platform you are using?

    • daniella

      Hi Saran. We use wordpress. Thanks for reading our blog :)

  • tito ortiz nude

    Hey how are you doing? I just wanted to stop by and say that its been a pleasure reading your blog. I have bookmarked your website so that I can come back & read more in the future as well. plz do keep up the quality writing

  • anti phishing

    thanks for sharing with me

  • seo software

    I won’t say that I completely agree, but of course I’ve never really thought of it quite like that before. Thanks for giving me something to occupy my mind when I’m supposed to have a blank mind while trying to fall asleep tonight lol..

  • Luise Tacneau

    this really is something which has helped me quite recetnly so thankyou

  • great site

    I like your site

  • caramoan resorts

    i bought a lot of SEO Softwares and some of them are just very expensive and not so useful for the price-

  • betterware

    Hi there, a very good read and it sometimes just takes someone to post something like this to make me realise where I’ve been going wrong! Just added the site to my bookmarks so will check back now and then. Cheers.

  • target rewards

    Congratulations on owning actually probably the most refined blogs Ive Googled onto in a while.

  • carpet cleaning philadelphia

    Very nice postI just stumbled upon your weblog and wanted to say that I have really enjoyed surfing around your blog postsIn any case I’ll be subscribing to your rss feed and I hope you write again very soon!

  • UGG Boots for Women

    Great post mate.

  • Pinkie Obert

    Every time I see a really great article I do three things:1.Share it with my relevant friends.2.keep it in all my popular sharing websites.3.Make sure to visit the site where I first read the post.After reading this article I am seriously thinking of doing all three.

  • Fein Multimaster Reviews

    Great post and really nice work buddy.I hopt you will give a post about striped ad too.Now i shifted to wordpress so I couldn’t check your tutorial.Keep up the good work

  • Abercrombie kids sale

    Lucky i ran across this excellent web site, Another good site is Dbol will be certain to bookmark this so i can check-out regularly.

  • Jone Pollina

    Very nice site! is it yours too

  • Hue Nowak

    Wow!You completed a number of nice points there. I did a search on the topic and found the majority of people will go along with with your blog. This kind of website is probably the best I have seen in a long time. Your current post gives really unquie written content. I’ve been searching everywhere for info about this sort of stuff. I looked just about everywhere, I looked in Bing, and I didn’t find your article until today. Honestly, you truly provide great articles, it is really informative. I’ll be returning here in the not too distant future. Please keep internet site current, it really is superb. Go check out my site and buy a Nook

  • breathable bumpers

    Great write-up, the majority of the data was quite valuable.

  • Adell Meecham

    Hey, just looking around some blogs, seems a pretty great platform you are using. I’m currently using WordPress for a few of my sites but looking to change one particular of them over to a platform similar to yours as a trial run. Anything in particular you would recommend about it?

    • daniella

      Hi Adell. We use wordpress

  •;u=1725 Mickey Avellaneda

    My brother suggested I may possibly like this website. He was entirely appropriate. This post genuinely made my day. You can not envision just how much time I had spent for this information and facts! Thanks!

  • Search Engine Optimization

    I’m really enjoying the design and layout of your website. It’s a very easy on the eyes which makes it much more pleasant for me to come here and visit more often. Did you hire out a designer to create your theme? Superb work!

  • Drivers List

    Very nice post, I surely love this site, keep it up.

  • rock filter test

    Whenever I research a subject I have no clue what i may discover. I’m so pleased to have stumbled upon your comprehensive blogging because it flawlessly addresses the doubts I have under consideration as well as the unmentioned questions which i might have checked for later.

  • liberty reserve

    Social Media Middlemen: The Missing Link Between Brands and Consumers :: Pulp& Excellent goods from you, man. I’ve understand your stuff previous to and you are just extremely wonderful. I actually like what you have acquired here, really like what you are saying and the way in which you say it. You make it entertaining and you still care for to keep it smart. I can not wait to read much more Social Media Middlemen: The Missing Link Between Brands and Consumers :: Pulp& again from you. Thanks For Share .

  • breathable bumpers

    Amazing blog post, much of the data was very informative.

  • jeux de casino en ligne

    Just wish to say your article is as astounding. The clearness for your post is simply nice and that i can assume you are an expert on this subject. Well together with your permission allow me to grab your RSS feed to keep up to date with forthcoming post. Thanks a million and please carry on the gratifying work.

  • Information,”””Information”””,[Information]

    Good stuff on here, is there a feed?

  • Gardening

    Please let me know if you’re looking for a article author for your weblog. You have some really great articles and I believe I would be a good asset. If you ever want to take some of the load off, I’d love to write some material for your blog in exchange for a link back to mine. Please send me an email if interested. Many thanks!

    • daniella

      Hi there. Thank you for reading our blog. Glad you enjoyed it. Please email to discuss this further.

  • Adell Meecham

    As a Newbie, I am permanently searching online for articles that can aid me. Thank you

  • Kyle Schnur

    I have not checked in here for some time because I thought it was getting boring, but the last several posts are good quality so I guess I’ll add you back to my daily bloglist.You deserve it friend :)

  • Rene Woullard

    That is the perfect write-up! I have saved it and posted it out to most of my buddies since I know they will be interested, thank you very much!

  • Karla Anslow

    I love your blog.. very nice colors & theme. Did you design this website yourself or did you hire someone to do it for you? Plz answer back as I’m looking to design my own blog and would like to know where u got this from. thank you

    • daniella

      Hi Karla. We designed our own blog, and we are actually going through a redesign very soon. Please take a look at our portfolio at and let us know if we can be of any assistance with your blog design.

  • Sayeed Moamar

    Your blog is amazing dude. i love to visit it everyday. very nice layout and content .    

Sorry, no posts matched your criteria.