[social media & marketing]

When writing (righting?) the title for this post I was struck by how the conjunction changes the proximity of social media to marketing...they aren't really situated at opposite poles of a spectrum; they can in fact embody similar values.

Speaking with an advertising company today about incorporating aspects of social media into their "marketing strategy" (erm, online identity) I found myself being asked (repeatedly) what exactly *is* social media. Well, that is a big question, with answers of varying depth and complexity. Perhaps the simplest and clearest explanation of social media is, well: having conversations online. Because it is *social* media, i.e. media that's social. Its use stimulates discussion and, surprise, there is a feedback loop here, there is plenty of opportunity to respond. However, using Facebook and tweeting about the latest, coolest, über product is not really *social;* it's marketing. We're told how savvy social media users are now (Pew) so really, there is no excuse for being (as a company/advertiser/etc...) anti-social...(geddit?). Just look at these stats (via online gaming news):

• Community users visit nine times more often than non-community users (McKInsey, 2000)
• Community users remain customers 50% longer than non-community users. (AT&T, 2002)
• Community users spend 54% more than non-community users (EBay, 2006)
• In customer support, live interaction costs 87% more per transaction on average than forums and other web self-service options. (ASP, 2002)
• 56% percent of online community members log in once a day or more (Annenberg, 2007)

Findings: community is key.

So, companies (or whomever) need to build community, not just a facebook profile. They need to be seen as experts in there (no matter how focused) field, not novices. Easy words to say, time-consuming to develop. And that's key too, "develop," rarely does community or expert knowledge happen in an instant, that takes time too.

Engage, build conversation, listen and connect.

Oh yeah, and as I noted at a meeting in Paris last week, "google is truth." At least in terms of online visibility and that certainly counts for something.

And, for those of you already decreeing the death of social media...take a look at Mitch Joel's post "Social Media is Just Getting Started."