Unsuccessful in Social Media or SoMe Snob? You don’t know what you don’t know.

Facebook - You're doing it wrong

A few years ago, I used to be like the people I now have as clients…

The kind of person who thought Facebook was “superficial, SO high school, only people with no lives are on Facebook… Who cares if you are having coffee with your BFF. How could Facebook possibly help in marketing a business?”

I focused on LinkedIn. I wanted to present myself as a professional to other like-minded professionals. And twitter was the “accessory” to help me get known outside my professional world. Facebook was stuff and nonsense… After all, serious marketing was for serious professionals. My mindset was on what I was trained in – traditional marketing.

And then, I started to see that you don’t know what you don’t know! (I love that line – first heard it in a National Association of Realtors commercial. I’d post the video but I couldn’t find it anywhere, but I digress…)

It’s amazing to me how each of the Big 3 (Facebook, Twitter, and LinkedIn) have distinctly separate purposes yet all with the same goal as traditional marketing – that of exposure. And a Facebook PAGE, in particular, can be very powerful. And it must be integrated into everything you are doing in marketing.

What isn’t amazing is that if you try to apply all you learned about traditional marketing, then you can’t succeed in Social Media. Yes, you heard me right.

THINK (Thomas Watson, founder of IBM’s motto).

There is nothing social about traditional marketing because it was developed in a world that didn’t even have radio or TV.

Yes, it eventually adapted for those media outlets, but it still functioned in the traditional way because it was not based on interaction, just education and the eliciting of emotional response to product.

There’s the big clue - traditional marketing revolves around PRODUCT and how you should respond to it.

Social media revolves around creating a relationship between buyer and seller – regardless of the product being sold.

Let me copy and paste that again.

Social media revolves around creating a relationship between buyer and seller – regardless of the product being sold.

THINK – again.

Try noticing that those who are more successful in creating relationships with their customers on avenues like Facebook may be in the same business as you. But if you are only shouting posts about product or service, you aren’t showing any interest in your customers. Your social media looks just like your ads. And people hate ads. And ads are not appropriate in social situations.

So, clearly I had not understood the function of social in today’s marketing. And neither do my clients – until I help them understand it.

I’ve used this analogy before. Cocktail party – who’s the one that everyone walks away from? The bore who only talks about him/herself or their business and doesn’t listen or let anyone else talk.

(A pause for that last statement to sink in)

Who’s the bore on Social Media…?



Categories: marketing, non-profit

Tags: , , , , , , , , ,

3 replies

  1. I love this line: Cocktail party – who’s the one that everyone walks away from? The bore who only talks about him/herself or their business and doesn’t listen or let anyone else talk.

    You’re absolutely right, and I’m just as guilty as the next guy with this one. Once again, you’ve made me see the error of my ways :0)

  2. Facebook, or any social network is perfect tool for targeted marketing. So in any marketing campaign or even idea Facebook should be a must.

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