12 tenets of social media marketing
Tying in to Scott's post earlier today about social networking, I came across an entertaining (and thought-provoking) post on the 12 tenets of social media marketing. Some standouts for me include “Thy communications must pass the ‘who cares?’ test” and “Verily, if you can become a useful source of information, your message may be heeded, or at least looked at ever so briefly.”
Of course, if that New York Times article is correct, all this attention to social networking may be over the top—but even if blogs and wikis eventually become uncool, it can never hurt to communicate in a way that makes people care and respond to you. We could all stand to do a lot more of that.
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Comments
Not so sure about "Thy" and "Verily" but allow me to offer my translation of the first standout you quote (Thy communications must pass the "who cares" test): Do things -- make products and offer services -- that don't suck.
There was never a time when clever marketing could make Chef Boyardee taste like Lasagnette Di Porri E Robiola. There was a time, however, when it didn't really matter if you tried. Now you'll get burned.
Posted by: Scott Briscoe | January 24, 2007 12:11 AM
That's absolutely it, Scott! (And hey, I kind of liked the "thy" and "verily." I'm a sucker for that sort of stuff, though.)
Your comment reminds me of an experience I had at a previous association. I was working with a component group that felt very strongly that they needed a better communications plan. If they had the right plan, the right marketing, the right brochure--some magic communications gizmo--they believed the rest of the association would value them more.
Unfortunately, they didn't have that critical element needed for any good communications plan: Some product, service, or activity worth talking about. You can write the best plan in the world, but if the component isn't doing anything really interesting, you can't make other members (or nonmembers) care.
And that something needs to be specific enough (or have specific enough examples) that other members can feel that it applies to them personally. A general statement like "we promote the value of our industry to the public" really doesn't get people's juices flowing ...
Posted by: Lisa Junker | January 24, 2007 7:56 AM
Thank you very much for sharing your thoughts. It is always great pleasure to read your posts.
Posted by: John | May 12, 2007 2:33 AM