Ok – that title may seem a bit twisted and strange. How can you count on serendipity if “Serendipity means a ‘fortunate happenstance’ or ‘pleasant surprise?’“ (source)
So what is serendipity in social marketing? It might be as simple as networking and finding that partner (professional or personal) that is the yin for your yang. When we look for business goals and objectives of social marketing awareness, lead generation, and advocacy are likely to be at the top of the list. What if you had a plan in place to accomplish these objectives? At the same time you need to understand that results will not be accomplished in a short period of time. What if you were committed to being a helpful valuable resource to your audience for a lifetime, not quarter by quarter in a given year? Maybe that approach produces good karma. Maybe that approach produces serendipity. Maybe luck is the residue of design.
Let me share with you a bit about my own experience in social marketing. In 2007, I was working for an Israeli technology company as the VP, Product Marketing. When my boss, the CMO of the company left the company in the US, my position was relocated to Israel and that was not an option I considered. I got involved in social media because I saw a change in how customers/clients reacted to traditional marketing. Social media gave people a place to voice what they really thought about particular brands – good and bad. I began to share my thoughts and experience. Over time, I have built up a small, but important audience. By continuing to be active in social and contributing to the evolution of marketing strategies, methodologies, and approaches, I have been rewarded. I have had opportunities show up as “pleasant surprises.” I am at the point where my participation in social is part of my ongoing marketing for my professional brand. It is difficult to know exactly when a new opportunity comes, but I have become accustomed to serendipitous projects and introductions to new people as a result of my commitment to helping a targeted audience. Social marketing has become part of a practice within my life. It is natural part of my professional existence and daily rituals. And making content production and social sharing and engagement part of my MO (modus operand) pays serendipitous dividends.
A quote I found on Wikipedia really nails my perspective on social marketing serendipity – “Serendipity is not just a matter of a random event, nor can it be taken simply as a synonym for a ‘happy accident’.” If you as a professional, or your brand is committed to helping your audience long term, good things happen. Opportunities pop up. It is hard to plan exactly when openings will emerge, but it is something you count on happening. Is this serendipity? Is this a happy accident? Is it luck? In some ways yes due to the impossibility of planning when it happens. But in other ways, definitely not. Your serendipity is the outcome of a solid social plan and execution. You can count on it.
Make It Happen!