What are the Maverick principles? Maverick is an acronym that stands for Momentum, Audience, Value, Enjoyment, Relationship, Improvement, Consistency, and Kindness that was coined by Franziska Iseli in her book Social Media for Small Business. The Maverick principles are the basis of how small businesses need to approach all of their social media activities.
“Social Media” is one of those terms that has evolved. In the beginning, it was never designed for marketing. It was a way of sharing experiences and commenting on other people’s experiences. Keyword being “commenting.” I once heard someone say that social media has become today what you might call Narcissistic Media. This is because the most famous social media influencers simply share selfies and draw in a huge audience of fans. They rarely if ever have a “dialog” (two-way communication) with fans and instead deliver a “monolog” (one-way communication). The emphasis for many businesses that use social media in their marketing today is on the media part of social media and fails to focus on the social part.
Many businesses perceive it as a successful way to deploy social media when they see influencers with millions of fans or followers. They build strategies to create the largest number of fans and followers under the false assumption that the numbers will translate into sales success. However, having lots of fans and followers often does not translate into sales as @Arii, an Instagram influencer who has over 2.6...
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