All the buzz about social media these days reminds me of the hilarious Saturday Night Live skit, “What Up With that?” All joking aside, exactly what is social media? I have struggled with the answer myself. Everyone seems to have different opinions. Some say it is social networking sites like LinkedIn, Facebook and Twitter. But what about blogs and even Angie’s List?
People tend to have passionate feelings about social media, both positive and negative. My own understanding of social media has grown and evolved over the past couple of years. I hope this article will inspire you to comment and share your own thoughts on social media.
The verdict is in, though. Social media is definitely not a fad. You might describe it as more of a “movement”. It really isn’t LinkedIn, Twitter or Facebook, etc., as these are just social media or networking “tools.” Social media could even be described as a consumer “cause” much like “alternative energy” is a cause, movement or environment and solar panels, wind turbines, etc. are the tools. Allow me to provide some context.
Up until the 1970s or so, the marketer had complete “command and control” of a company’s message and brand. The message was “in your face” advertising, using one-way communication mediums such as print, radio & TV.
In the 1970s, distribution channels like Wal-Mart, Target, Best Buy, etc., wrestled the control away from the marketers. While these channels had a huge influence on the message they still delivered it through one-way mediums like print, radio & TV.
In the mid 1990s, when the internet began to receive acceptance, distribution has never been the same. By the turn of the century everyone was using email and browsing the web. The power and control of the message began shifting towards the consumer.
First there was the iPod which allowed consumers to listen to music while blocking advertisements. As marketers began email marketing campaigns; consumers used spam blockers and anti-spam software to block advertising messages. Then TiVo (DVRs) was introduced, allowing consumers to watch TV when it was convenient for them. It also allowed them to skip the advertisements. As advertising moved to the web, consumers began using pop-up blockers.
When consumers began accessing the internet on cell phones it allowed them to receive news via internet rather than newspapers no matter where they were. No wonder newspaper revenues have plummeted. And when was the last time you used the Yellow Pages?
The growth of this movement has exploded within the last few years as new social media “tools” have emerged and consumer acceptance has grown. The widespread acceptance of social media is nothing short of stunning. Launched in 2003, LinkedIn has more than 65 million members. Facebook was launched in 2004 and has over 500 million users (yes I know, “if Facebook were a country it would be the third largest country in the world”). Twitter was launched in 2006 and already has about 100 million users. Using these new and improved “tools”, consumers now decide what information they wish to receive as well as when and where they receive it. The result? The consumer now has virtually complete command and control of a company’s message and brand, which means your message and your brand. Does it surprise you that so many consumers have chosen not to receive advertising – your advertising?
With social media, messages are no longer one-way broadcasts. They are now broadcast in multiple directions by those in the movement to others in the movement. If a consumer has an experience (good or bad) with your company or brand and they decide to share with others via the web, thousands or tens of thousands of people can learn about it within a matter of hours. Then, whatever has been communicated (good or bad) will be visible to whole world. And once it is on the web, it never really goes away. This can work in your favor or against you, depending on the consumer’s experience. Social media makes it possible for you to build a growing community of brand ambassadors or a growing community of detractors for yourself, your brand and your company. Remember the consumer has the control. It sure makes you want to review your customer service policies and how you treat customers, doesn’t it?
Some companies and organizations refrain from participating in social media thinking they can simply “opt” out of its effects (good or bad). This is really silly. Can they possibly believe that if they don’t participate, these online conversations won’t take place? Maybe they don’t realize who now has command and control of the message, and it isn’t them. If they participate, they can identify conversations of interest and become involved. If they don’t participate they can’t.
Since consumers are now deeply involved in social media networks and communities like LinkedIn, Facebook and Twitter, where do you suppose the marketers have gone? When Willie Sutton was asked why he robbed banks, he answered “Because that is where the money is.” Is it any wonder that marketers are stampeding in droves to social media?
It is important to remember that the social media movement has rules and etiquette that users must follow or they will be ostracized by the community. The implication for marketing is that they must do things quite differently than they have done in the past with other media or they will be shunned by the very people they wish to endear.
In the beginning of the social media movement, the rules and etiquette were far more black and white than they have become since marketers have begun to participate. And since consumers are in charge of the rules and etiquette, their opinions sometimes vary. As more people get involved in social media, the fuzzier the rules become. However, it seems there are a couple to which the vast majority of people adhere:
- No Advertising – If you post anything that appears to be an ad or some sort of self-promotion, particularly it if is for profit, you are likely to be called out as a “spammer” and shunned by those to which you wish to market.
- Pay It Forward – “Be of service” to others seems to be a universally held value by social media participants. If you build good “web karma,” later, when you need assistance, there will be plenty available.
You may be wondering, if you can’t advertise, what good is social media? Keep in mind that the definition of spamming and advertising in various social media communities varies. It is generally acceptable behavior to help someone by offering (with a “be of service” attitude) solutions that involve your products or services. This approach can be used without consequence, as long as it isn’t blatant or heavy handed self-promotion.
Some have described the social media phenomenon as a cocktail party. At this party you will find many small groups of people having conversations about many different topics. There may or may not be people you know well. You may have met some of them before and many you may not know at all. Some of the people will be talking about problems they have that your product or service will solve. How should you behave at this party?
Should you walk around with a sandwich board and a megaphone? Of course not! You should mingle and talk about whatever everyone else is talking about. If you are not interested in the conversation a particular group is having you can drift away and find another group that is discussing something more interesting. If, in the natural course of a conversation, someone mentions a problem that you could help them solve, it is acceptable to mention that you have a potential solution. You might say something like, “I am not sure this is the time and place to mention it but I can help you with that problem if you are interested.” This puts the control in their hands while your credibility remains intact. So, as long as you behave like any civilized person would behave at a cocktail party (and I don’t mean a “beer bust”), you will be just fine.
So, what do you think is the best way to market products or services in social media communities? I’d love to hear your opinion.
If you would like to contact me, you can do so by visiting my LinkedIn page or emailing me at mike.clough@bestbizpractices.org.
Posted by: Mike Clough
