I had been finding it difficult to explain *exactly* what I am doing for hotels. Lots of the baby boomers are confused about it, but they know the kids are getting them on facebook. Even the tech savvy ones that understand social media’s impact still can’t wrap their heads around it. So I wanted to write a concise definition that I could pass around to clients, friends, family, etc. I think this is good. Any feedback is appreciated. Cheers!
Social Media and traditional marketing, In or Out?
This isn’t marketing or press in the traditional sense, and thinking of it like that is where a very large disconnect will start to occur.
Print media marketing is highly manipulated brand management, with an “opt out†style of force feeding clients your information. Most people think of this as spam now. Billboards, print ads, radio commercials… all mentally tuned out and becoming ineffective. That media model will always exist, but now….even Tivo makes it so people don’t even *WATCH* commercials anymore, let alone listen to them. Print will always be around, but the media has effectively stopped working as it did.
Social media, conversely, is where consumers choose to “opt in†to your brand. What’s more, they control your brand with one social voice, therefore encouraging you to build and maintain a brand that has an ethic, ethos, and intent that the consumer can identify with. Damage control and retroactive brand management doesn’t work as effectively.
So, social media is not about forcing people to like your brand, but courting those that already do. 100 people interested in your brand are worth much more than the 10,000 print media people that are not. There are photo sites, mini blog sites, and more where people are talking about you! Conversation is happening everywhere, and it is important to engage these people as an interested, interactive community member rather than someone just selling something. Consumers will only trust, identify with, and endorse your brand if you are transparent and earnest.
Interested consumers are talking about you all over the world and you need to engage them!!