He who refuses to learn deserves extinction.
~ Rabbi Hillel
What traditional marketing failed to achieve in the past is being organically achieved in Social Media.
- Traditional Marketing (TM) tells us how we should feel about product. Social Media (SoMe) tells others how we really do feel about product.
- TM interrupts our leisure time by forcing product messages on us. SoMe leads us to company pages we can invite into our streams to browse at our leisure.
- TM deals with the familiar to spread the word generically. SoMe looks for the unfamiliar to spread the word virally.
- TM spreads a message to the masses in hopes of attracting a few loyal followers. SoMe spreads a message to a few loyal followers to attract the masses.
- TM tells consumers what they may want. SoMe gives access to what we do want.
- TM messages have no direct accountability. SoMe publicizes accountability through viral messaging.
- TM uses long-term strategies developed through a fixed schedule of exposure. SoMe follows direct emotion, passion, and curiosities of the moment.
- TM messaging is for short-term profit. SoMe messaging is for long-term connection.
- TM marketing asks questions and uses research to determine reaction. SoMe answers questions and uses instinct to create reaction.
- TM creates artificial messaging based on external research. SoMe spreads authentic messaging from internal reaction.
- TM helps products become successful regardless of quality. SoMe helps quality products get discovered and exposes poor products.
- TM messaging can be stagnant or ineffective by the time they surface. SoMe messaging is ever evolving and always present.
- TM follows a predetermined path on a predetermined schedule. SoMe explores a multitude of highways on an ongoing basis.
- TM controls response to product via marketing professionals and accountants. SoMe controls product response via actual consumer word of mouth.