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Lebaran ikut MU, NU atau Bayern Munchen?

Izmi Rajiani

Selamat datang Idul  Fitri, Selamat berjibaku mendapatkan tiket pulang mudik, selamat bermacet  ria dan  selamat datang pula ”kehebohan” yang selalu menjadi agenda utama di Tanah Air terkait dengan masih terjadinya perbedaan penetapan  lebaran  antara Muhammadiyah (MU)  dan Nahdathul   Ulama (NU). Penggemar bola yang akrab menganggap MU sebagai Manchester United, secara guyon mengatakan ikut Bayern Munchen atau Arsenal aja dah hari  ini (6 Agustus 2013)..he..he..he.

Terlepas dari ikut MU,NU atau Bayern Munchen, yang tampak pada bulan ini biasanya ”kesalehan” menjadi tampak mengalami lonjakan. ”Tuhan” kita temukan di mana-mana termasuk televisi yang berlomba-lomba mencitrakan diri sebagai sebagai media religius sekalipun banyak diisi oleh pelawak pelawak konyol.  Di bandara kita menyaksikan gelombang rombongan jemaah umrah yang tak pernah putus. Jika gejala ini mengindikasikan peningkatan kesadaran identitas keagamaan, juga sekaligus pertanda meningkatnya kemampuan ekonomi masyarakat yang mampu membiayai perjalanan keagamaan yang mahal demi status. Semua ini merupakan kesadaran beragama atau saudara saudara kita…

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Creating Brand Engagement on Facebook

If you like using Facebook as promotion media, the question is  “does your   content create   engagement in the form of  being liked, commented or shared by readers?  Based  on more than 1,000 wall posts from 98 global brands, Malhotra et.al (2012)  identify  eight ways    how different wall-post attributes impact the number of “likes,” comments and “shares” a post receives.

1. Express yourself through photos. Every picture tells a story. A photo is personal, and it can communicate quickly and easily. It also requires more thought and effort to take and include a photo in addition to text.

2. Be topical. Keep up with the times. Messages considered topical are those referring to holidays, festivals, important events, etc.

3. Don’t hesitate to be in your face. Promote the brand and its products. When consumers visit the brand’s wall, promotional messages are expected. Consumers visit the walls of brands they identify with and want to engage with.

4. Share the validation. Take a bow. Everyone wants to align themselves with a winner. By sharing success stories, achievements, awards and praise through wall posts, consumers can signal approval while also basking in the glory of a brand they identify with. By “liking” the post, fans indicate to their personal network their alignment with a successful brand. They are expressing their own positive self-identity through the brand’s achievements.

5. Educate the fans. Create informational value. Brands that generated or passed along information through wall posts also garnered a high number of “likes,” especially information designed for fans’ enrichment and education. This education could include informing fans about the history of the brand or the ways in which the company operates or produces products. When fans “like” these posts, they are in turn creating educational content for their personal networks.

6. Humanize the brand. Inject emotions. The salience of brand communication using social media is the “social” part. Fans like messages that paint the brand as a living object and express human emotions. Brand managers should view Facebook as a personal communication platform rather than a broadcast medium. Sharing posts that contain emotions helps fans convey their own emotions to their network of friends.

7. Humor is the best social medicine. Laugh and everyone laughs with you. People like to laugh. Funny things are appreciated. Being funny is an art, and not everyone can be funny. In terms of sheer numbers, most posts are not funny, especially brand posts. So the posts that generate a chuckle receive a significant boost in the number of “likes.”  Posting funny pictures  is one of the most common ways to present humor. Art and copy can often be combined to send a humorous message.

8. Ask to be “liked.” Ask and you shall receive. It’s as simple as it sounds. We found that if you directly ask to be “liked” on Facebook, you tend to receive more “likes.” Granted, this should be done in a polite way. Additionally, this should not be overdone, which could lead to diminishing returns or something worse, such as a consumer backlash.

What Prevents Wall Messages From Being “Liked”

1. Brevity Is Better The longer the wall posts, the less likely they are to be “liked.” Brevity is strongly correlated with the number of “likes” a post garners. We advise brand managers to convey their messages in the briefest manner possible.

2. Event-Related Messages: coming soon to an area not near you. Sharing event information via wall posts can significantly lower the number of “likes.” Many fans did not even “like” messages related to online events, which are geographically neutral. It appears that Facebook is a medium in which to organize and coalesce around information in the here and now, rather than at some later time and other place. Event pictures or descriptions were also not well “liked.”

3. Social Cause Affiliation Don’t assume consumers care about the same causes you do. On average, posts regarding social causes also did not generate many “likes.” In fact, these posts were not well “liked” at all. Brand managers should not assume consumers will care about the same causes as the brand. These messages may come across as pushy and preachy.

4. Enter Our Contests They can see through your brand promotional strategies. Contests are a popular sales promotion technique, but our research showed that wall posts announcing contests were less likely to be “liked.” Given the informative content (contest availability and participation instructions), these messages may be read and acted upon but do not result in many “likes.”

5. Deal (or No Deal) We’ll take no deal, please. Wall posts offering deals were less likely to be “liked.” In fact, deal-related posts, on average, got the least “likes” of all the attributes we measured. These wall posts from brands could be electronic coupon codes, complementary offers or time-sensitive discounts. While fans might want to avail themselves of these deals, they see no need to express appreciation through the click of a “like” button.

Let’s try!

Source   Winter 2012.

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Komunitas Penulis Perubahan

Di era Pertahanan Rakyat (Kamra) kita pernah mengenal pentingnya hansip.  Meski di era sekarang anak-anak muda lebih bergengsi berpakaian biru-putih menjadi Satpam, kadang di berbagai acara komedi kita masih sering melihat guyonan tentang hansip yang berseragam hijau, tanpa senjata, agak kedodoran, namun di kampung masih sangat dihormati. Di kampung saya, hansip menjadi alat bagi ketua RT untuk menjaga keamanan, mengatur lalu lintas, dan parkir saat hajatan.

Pada masanya, pernah muncul wacana untuk mempersenjatai hansip. Artinya mereka juga diberi bedil sehingga bisa tampil segagah tentara.  Gagasan itu tentu saja ditolak. Pengalaman pahit masyarakat menyaksikan hansip menembak sungguh mengerikan.  Hansip yang kurang terlatih dalam  memegang senjata bisa salah tembak. Kita masih ingat jokes-nya, “Tembak kaki kena kepala….mati deh…”

Menembak Ketidakadilan

Kita tentu tak bisa mengatasi masalah pendidikan dengan ilmu hansip, seberapa panasnya pun hati kita melihat ketidakadilan.  Kalau kita hanya ingin melumpuhkan pejahat, jangan tembak kepalanya, melainkan tembaklah kakinya.  Tapi kalau…

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Komunitas Penulis Perubahan

Kisah persahabatan antara ayam dengan burung elang pernah saya bahas dalam buku Cracking Zone. Kisah persahabatan keduanya selalu menarik perhatian, termasuk penerima hadiah Nobel Desmond Tutu, penulis Avelynn Garcia, eksekutif Christopher Gregorowsky dan kartunis Niki Daly. Belum lama ini, bahkan Gregorowsky menulis buku yang sangat inspiratif: Fly, Eagle, Fly: An African Tale.
Dan akhir tahun lalu, di tengah-tengah konversi manajemen mutu di Surabaya, saya juga ditanya soal yang sama. Soal itu tak lain tentang sulitnya “mengkandangkan” elang. Dan ini menjadi tantangan besar pengelola UKM di tahun 2013. Masalahnya elang adalah satu-satunya burung yang berburu sendirian. Mereka bukan makhluk kandangan. Mereka terbang tinggi, dan semakin tinggi saat badai menerjang. Kalau makhluk-makhluk lain berhenti terbang saat badai datang, elang justru menggunakan badai agar bisa terbang lebih tinggi lagi.
Elang adalah simbol dari manusia produktif, intrapreneur, pekerja profesional yang melanglang buana dengan helicopter view, dan menerkam peluang secepat kilat. Larinya lincah. DNA nya…

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