A Question about Social Media…

Neither in my opinion.

It’s one thing creating a voice and starting a conversation - but the objective should add value to people’s lives at the end of the day. Swindling people to buy a product, driving them to your site to make money or stirring up conversation with little regard of negative consequences do not fall into the “value-add” category. Creating a utility they can’t live without isn’t really marketing (relationship building) either, however if that utility is addressing a need, adding value and in the same breathe building some form of relationship between company and customer, it’s a different story.

Personally I think marketing is about connecting people, adding value, and essentially an exchange (preferably an exchange that benefits both parties). Social media marketing should be no different.

Well put. The question stems from quite a lot of social media sadly duplicating the job of a salesperson.

I think one way of looking at it is using social media to solidify a relationship with people through engagement and value. Engagement on its own means nothing - often these are centered around the brand, its products, it campaigns, to name some. This, in the long run, adds no value. However, through creating a platform that empowers users to engage with each other and the brand, while also offering real benefit to all concerned - this is where things become incredible.

In the long term products and brands will succeed because, for one, of how they make/allow users/customers to do/feel. This means creating brands and experience, and marketing same, so that people love them.

Mmm, this is fast becoming one of my favourite blogs.

I get aggravated when online marketers don’t make a distinction between communication (social media, web PR ect) and the call to action/sales strategies in an online environment

There is a distinct difference between informing, communicating, establishing relationships and pushing products and/or services.

Different channels and tools for different objectives, folks. Use the right one for the job.

In my opinion part of it comes down to understanding the real what, where and why of a business and then allocating the right integrated channels in a manner that gets the “job done” in a way that users have come to or would expect related to the aforementioned.

Thanks for the compliment

Well put Gino!

@FeistyFemale - exactly. I pointed out to a client the other day that you wouldn’t use a chain saw to cut your hair. Tools have purposes and socia media’s is not selling. In fact, if you try and use any of its aspects in such a a way you will fail but I see it all the time. In the end, it’s all about content. Giving people content they want and, even better, they can’t get elsewhere. Then you will tap in to that ‘pass it on’ you’re looking for. It’s not easy but it’s dynamite when it works. So, in answer to the original question, I believe it is about giving a brand a voice and starting a conversation … which, if you really hit the jackpot, people start to believe they can’t live without.

[...] social media debate goes on Posted in December 3rd, 2008 by Jayne in Podcart Gino Cosme asked this question today. Is social media marketing about giving a brand a voice and starting a [...]

@Samantha: Thanks

@Jayne: You bring an important point across; content should form a core part of a digital (including social media) strategy. One can have a beautiful, technologically advanced website but if you get the content wrong, it will most likely not succeed. Because content speaks to an audience (be it p2p, b2c, c2b, etc.), it’s important then to understand ones audience - who they are, what they do, what they like, who they’re engaging with, etc. - and then understand alongside what they expect from a website what content will appeal and benefit them, and how - if at all - a company can genuinely and unobtrusively facilitate the process of engagement.

This said, it’s also important to have strategies in place that feed into and/or extend the above into bottom line returns, calculated in one of many ways relevant to each business. However, the one shoe fits all principle doesn’t apply in this regard.