Balancing Promotion And Sharing In Social Media Marketing

The Problem Of Promoting You, Your Cause, Your Business With Social Media

Balancing Promotion And Sharing In Social Media Marketing | Social Media Explorer
If your company wants to know the philosophical basis of social media, many resources indicate it rests in the notion that consumers grew tired of advertising and marketing messages all day, every day. They turned to the Internet in the late 1990s and early 2000s when the access and technology barriers to entry conveniently dropped. There, they found like-minded others to share recommendations and information with.

Social media has its evolution in the notion that people don’t like being marketed to, or at least they don’t like being marketed to the way they have been for years.

Through foundational writing like The Cluetrain Manifesto, The Anatomy of Buzz, The Wisdom of Crowds, Naked Conversations and others, plus early industry blogging from folks like Shel Israel, Shel Holtz, Mike Masnick, Brian Solis, Todd Defren and more, we’ve learned that success in the social realm is predicated on sharing. You earn trust by giving of yourself, contributing to the community or conversation or both and only after trust is earned can you then ask for something in return. It’s no longer about one-way communication but a dialog, or as I have argued, a multi-logue where your customers talk with you, you with them, but them with each other in your line of sight. Advertising and similar promotional communications aren’t welcome without some other sort of interaction or engagement.

But gaining clarity in what that actually means for businesses, brands and even individuals is not simple.

Social Media Marketing Balance (click for complete version)

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