That Annoying Buzzing Sound: Social Media
For those of you who have actually heard the terms, “Social Media” and “Social Networking” - here are two excellent posts to help cut through the buzzing hype. Charles Green on Trust and Social Networking and Susan Getgood’s real-world take, From the “Duh” Files in which she does a riff on Social Media Marketing Works Best When It’s Focused. (Gee, ya think?)
Here’s the thing - all the gee-whiz, slam-bang, buzzy tech stuff is ultimately just that - stuff. People still want to trust you (and that doesn’t happen overnight, not even in blogville). I’m all for connections and think the Web is changing human communications for the better. But, there’s a downside as well - all the linking and digging - while interesting - means you become part of the buzzing, wiggling swarm. Personally, I feel a bit invaded when I get “invitations” to be linked to someone I’ve never even met (virtually or physically). They want me for the link - not me, me, wonderful me.
Lastly - regardless of the tactic, you still need to be aiming at the right target. Depending on that target, your best way of reaching them may something as old-fashioned as flyers on the truck windshield or putting your table outside the exit of the supermarket. (Hello? Girl Scouts? I’m more likely to buy if you catch me on the way out versus the way in.)
With a tip of the blog bowler to my client, Leroy Pacheco of The Loan Fund, for his advice to his daughter in selling Girl Scout cookies. She sold a ton (or two?)
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Tags: marketing communications, marketing, marketing troubleshooting, social media, social networking, target marketing
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March 6th, 2007 at 5:46 pm
Mary,
I think you’re right on in your perspective about internet trust. It is great stuff, particuarly if you need to develop high trust in a narrow area (e.g. Amazon telling what books other people like you are reading). But as far as trusting people, the fundamentals apply.
Trust is interesting in that it’s fundamentally personal. Corporate trust, with the single exception of the trust sub-characteristic of reliability, simply boils down to individuals. You can’t build trust-based corporate relationships through selfish people, for example.
The more digital we get, the more stubbornely protein-based we remain.
March 7th, 2007 at 7:04 am
I totally agree. Social media is a great way to meet new customers or make new friends.
But the old rule still applies: once you’ve met them, you’ve got to be interesting enough to keep them.
I love being introduced to a new author. If someone I trust shares a great new book, I’m excited. If they share a boring book, great! They’ve shared and I hate the book.
Social media is just a new approach to old-fashioned introductions.
March 7th, 2007 at 7:38 am
“Protein-based” - I love it and will be stealing - um - using it elsewhere! Email, blogs and RSS feeds are all great, but if you really want to get their attention - call them or send them a handwritten note. But, those calls and notes have to be genuine. I loathe getting those silly cards from Comcast saying, “glad we could help” and “Sorry about the confusion” after their customer service reps have treated me with disrespect and disdain. (The corporate office either doesn’t know or care what really goes in the field.)
Timothy, You’re spot on re new approach. Now we can get to know people in many different professions and all over the world. But, it’s up to us to be make the connection lasting and relevant.