There is no question that Social Media is in the forefront. Each of the several articles I have written on the subject has generated numerous comments. A “virtual” friend and follower of my blog, Tim Negris, often comments with thoughts that are even better than my initial posts. Following my post of “Using Social Networks for Marketing“, Tim sent me his thoughts. It was far too long to fit into a single post and far too good to shorten. So, I have divided it into two segments. This is the first segment and you can expect the second within a week or so. Here are Tim’s thoughts:
If you are contemplating or attempting the use of social media for marketing a product, a service, or yourself, you may have a giant knot in your stomach. It may be that you don’t know how to go about it, or you have tried unsuccessfully to do it, or you are just sick to death of “Web 2.0” hipsters with funny glasses and soul patches or nose jewels daring you to master a dazzling lexicon of odd terms, like wiki, mashup, crowdsourcing, and folksonomy, or telling you that you should be blogging, tweeting, and friending. Take a deep breath – in through the nose, out through the mouth, tell the cool kids to go get a Starbucks to stay, and let’s sort this out.
Before all this new stuff started, in the context of marketing, the word “media” most commonly referred to newspapers, magazines, radio, TV, brochures and other documents, web sites, physical and electronic mail, live demonstrations, and seminars or “webinars”. What all these things have in common is that they are all different forms of one-to-many information broadcasting. The information flow is one-way, sent by a single person or organization and received by some number of individuals and acted up by some subset of those individuals. These media and their marketing applications are not social.
There are a number of other traditional marketing methods that are social but have little to do with any kind of media, per se. These include one-to-one methods, like telemarketing and in-store sample presentation, and they include one-to-many methods, like multi-level marketing and trade shows. What makes these “social” is that they all involve real-time interaction between people in the form of two-way information flows, mostly questions and answers.
Social media are interactive web applications that are different forms of many-to-many information sharing. The flow of information is n-way (multi-way), presented by one or multiple people and responded to by multiple people. There are many different kinds of social media but those most relevant to marketing are:
- Social networks, like LinkedIn and Facebook
- Review sites, like Angie’s List and Yelp
- Presentation sites, like YouTube and Flikr
- Micro-blogging applications, like Twitter and Yammer
- Blogging applications like, Blogger and WordPress
Which of these different social media you should use for marketing depends greatly on what you are marketing and to whom you are marketing it, but in all cases there are some common mistakes you should work to avoid. As a general rule of thumb, if you wouldn’t do it at a cocktail party, you shouldn’t do it in social marketing. Here are the seven deadly sins of social marketing.
- Don’t shout, sell, or argue
- Don’t monopolize the discussion
- Don’t run out of refreshments
- Don’t be presumptuous or rude
- Don’t be vulgar or indiscreet
- Don’t be shy or unresponsive
- Don’t be dull or boring
The follow-up article, “Using the Right Social Media Tools for the Right Job,” is now available by clicking here. If you enjoy these articles, considering subscribing to the blog by clicking here and you will receive an email each time we post a new article.
If you are serious about social media, you may enjoy an inexpensive paperback by Jim Tobin and Lisa Braziel titled, “Social Media Is A Cocktail Party: Why You Already Know The Rules Of Social Media Marketing.”
Those who enjoyed this article also enjoyed:
How Important is Social Media in a Marketing Plan?
Using Social Networks for Marketing
Why Many Small Businesses are Still Struggling
Posted by: Mike Clough