The Moscow Rules of social media

I  am certain that you must have heard about the “Moscow Rules” or probably seen some merchandise of sort bearing the inscription. This is an informal name for a set of rules believed to have been developed during the Cold War to be used by spies for communication and others working in Moscow.

Two unique features of these rules are the simplicity and the common sense that they depict.

The short list as shown in the International Spy Museum summarised them in just 10 rules:

(1) Assume nothing.

 (2) Never go against your gut. 

(3) Everyone is potentially under opposition control.

 (4) Don’t look back; you are never completely alone. 

(5) Go with the flow, blend in. 

(6) Vary your pattern and stay within your cover. 

(7) Lull them into a sense of complacency. 

(8) Don’t harass the opposition. 

(9) Pick the time and place for action.  

(10) Keep your options open.

Now that the fundamentals have been laid, let us now journey into the connection between the Moscow Rules and social media.

Wait a second; we should actually explain what social media means.

To explain this, let me take the liberty to start from the trivial details. These include social network, social media and social capital.

A social network is a structure made of nodes (which are generally individuals or organisations) that are tied by one or more specific types of interdependency, such as values, visions, ideas, financial exchange, friendship, kinship, dislike, conflict or trade.

The platform via which a social network is created is called the “social media”

The kings of social media are as at today: Twitter, Facebook (Profile, Page and Group), Pinterest, blogs, Instagram, LinkedIn, Google+, YouTube and BBM. (Please note that the order is as deemed by me)

The number of people that you have direct relationship and access with via any of the social media platforms, including your e-mail and mobile phone contacts, makes up what is called your social capital.

Now let’s connect the dot between the “Moscow Rules” and social media. To make it simple, we will focus on one rule at a time and draw the similarities. Hopefully the simplicity and common sense inherent in the rule will be utilised in the quest for efficient and innovative Social Media Marketing.

Rule One:

•Assume nothing.

In using social media, do not assume that folks will naturally wish to connect, identify or associate with your brand or idea. You have the responsibility to subtly and continuously guide them to becoming acquainted with your brand and/or enrolled with your idea.

Rule Two:

•Never go against your gut.

In Randy Olson’s “four organs” model, the gut is one’s intuition and humor, and as such plays a huge role in decision-making. Most times, if something does not feel right, then it is just because it is not right. In pushing your brand to the consciousness of your prospects and clients, your intuition should play a huge role on what you should put out there and what you should not.

Rule Three:

•Everyone is potentially under opposition control.

In using social media, your mission is to brand yourself positively. Often, this could be tricky as you may encounter criticism of some sort. Fact is that majority of these criticism may just be malicious. The good news is that when handled adequately, you may find out that the challenges could be a springboard to new solutions.

Rule Four:

•Don’t look back; you are never completely alone.

The exact opposite of looking back is looking forward. In your social media marketing quest, always be forward oriented. Ensure to be up to date with newer and better technology that is constantly evolving. You are never completely alone in this. You may not need to reinvent the wheel, but rather work with people already established in field where you can learn and unlearn where necessary. There abound loads of online resources that you may just embrace and adapt to your current reality. Just like Liverpool Football club motto “You’ll Never Walk Alone”

Rule Five:

•Go with the flow, blend in.

This is where close monitoring of your competitors comes into play while following and enjoying the social media momentum.  You may do what your competitors do, but do yours creatively different and innovatively engaging. Look for experiences that will not only inspire positive change in your brand management, but that which gives you fulfillment in all your social media engagement.

Rule Six:

•Vary your pattern and stay within your cover.

You want people to know you and your product(s). You want to have a personal brand. The truth is that it is easier to dwell within your comfort zone when it comes to branding. The reality is that you could become boring and unaware of changes in technology etc. Vary your pattern of approach. If possible, work with collaborators to spice up your branding style. Abilities are skills. Skills can be learned. Your creative abilities are not fixed.

Rule Seven:

•Lull them into a sense of complacency.

This could be a bit tricky to implement. The usual marketing strategy is to put your best foot forward with a lovely smile but it will be great to create some form of suspense that could speed up the authenticity of word of mouth marketing that would come directly from satisfied offline clients. In other words, ensure to under promise and over deliver.

Rule Eight:

•Don’t harass the opposition.

Referring to rule three, you will know that anyone can be the opposition. In a situation where you find yourself being the opposition, the suggestion will be for you to engage in constructive criticism. The best outplay here will be for you not to just proffer criticisms but ensure to provide a positive alternative. Be seen as a solution provider and not a mere problem finder.

Rule Nine:

•Pick the time and place for action.

Timing and location is absolutely important in strategy execution. You have to be aware of what is currently trending so as to conveniently align your branding to blend with that. You do not want to expend so much energy advertising when no one is paying attention. The time and place of execution could be seen as being more vital than the strategy being executed.

Rule Ten:

•Keep your options open.

Keeping your options open means that you should try to be as flexible as may be required. You can create brand new opportunities by embracing brand new situations. You do not want to be caught unaware. Simulate and anticipate changes and also be proactive in designing your adaptation strategy that will see you soar high in the actual occurrence of such changes.

There we have them. Ensure to share and join the dialogue via your comments.

 by 

Blossom Nnodim