7 Social Marketing Insights

Seven Social Marketing Inisghts

I’m known for turning a phrase now and then. You’ll find them (some of which have been inspired by other, smarter people) scattered through my posts around the web. Today, I thought I would gather seven of them to share with you all in one place. How insightful they actually are is for you to judge, but I do hope this post generates some thought and discussion.

1 – The web is driven by communities

Communities laid the foundation for the web and they continue to be its engine. It’s certainly true that once companies developed transaction technology, the web started to develop into a commerce channel and money from that kept building it. However, without communities all you would have is huge strip mall with infinite parking. Understanding how communities grow and interact can help you develop a communication strategy which will work.

2 – The email vs. social debate is a red herring being used by some to drive personal agendas

By definition any interaction between two people is a social interaction. It doesn’t matter if it happens via Twitter, email or on a bloody escalator. Each channel has its own strengths and it’s more likely there will be a convergence at some point rather than a replacement. Start thinking in terms of a multi-channel marketing approach and don’t worry so much about the next big thing.

3 – Social media marketing is not a megaphone

Social media means the traditional marketing monologue won’t cut it. It’s a dialogue and you have to be prepared to have that conversation with people. If you don’t have the time and resources or the will to be interactive, then this channel is not suited for you. The most important skill for social media is listening.

4 – It’s a one-to-one communication

I always try to blog or tweet as if I’m interacting directly with one person. There is an intimacy (just you and your monitor and KB) which exists on the web and keeping the conversation one-to-one is a powerful way to communicate effectively.

5 – It’s not important what technology can do, but what people do with it

You’ve got a lot of powerful tools to show off your product online, but the most powerful thing you can do is show potential customers what others do with your product and how it adds value to their lives. User reviews, blogs, social media and video can all be used to get that message across.

6 – Social media people are born and not made

What I mean by this is that those who thrive in social situations usually have an apparent aptitude for it. It’s not likely you’ll be able to train “Silent Bob” from accounting to be your social media rock star, but Jenny who is the life of the staff parties and a social butterfly is probably a good candidate. Take a good honest look at your corporate culture and ask yourself if you have a positive and social environment. Does yours need some work?

7 – Social marketing is not a panacea

Social media marketing won’t weave straw into gold for you. You need a vision and you need a plan and that means you have to set measurable goals for your marketing via social media. What are your goals and how will you measure success?