Wednesday, October 29, 2008

Social Media Marketing Best Practices Mean Future Shift for Businesses

So, I read through Brian Solis's recent post "Where the Streets Have Names" in addition to an ebook he has offered through the blog, P.R. 2.0. (Yes, I blantly stole this blogs name from him - but I figure it is like they say, imitation is the sincerest form of flattery.)

I gotta tell you I came away from the readings with a real sense of ... accomplishment. I really feel that the guy has a lot to say and a lot of value to add to the conversation about public relations in the age of social media. 

The buzz about social media is just about anywhere you look. Twitter is bubbling with social media, technology, and new marketing talk. The blogosphere is ripe with similar if not identical conversations. And, businesses are apparently energized by, if maybe a little baffled, the potential for making connections and building communities using social media.

I too am stoked about attending to the publics in a meaningful way ripe with accessibility and did I mention cost-effective? I have long been an advocate of relational marketing, what now is more successfully being advocated as joining the conversation in social media. 

I think it is important that businesses see this shift in emphasis on behalf of what customers (are and will) expect and the opportunities that conversating with customers brings with it. Meaning, the days of broadcasting - blasting messages at people is thankfully fadding behind us, while the era of the ear that is attached to a voice and a human are ahead. 

Customers deserve it, and for bussinesses the reward of loyalty and brand evangelists is worth it.  Obviously, it isn't easy coming from a mega-corporation perspective - the responsibility of talking with customers  as opposed to blasting messages at them is time consuming. But you know, what sort of company doesn't want to spend time with their customers? I say, those that have such an attitude, don't deserve the customers. 

It is at times true that one generation's hope, becomes the next generations demand. As organizations do battle over market share customers tend to float toward those organizations that meet or exceed standards of expectations. This, some will argue, will lead to a sense of entitlement by the customers that they should have someone from the company to IM, or responed to them. 

Yet, I believe their is long-term sustainability in the type of social media marketing being promoted. Organizations will become increasingly forced to put on a human side and give the public more face time. And this means that the old-style mega-giant syndrome will suffer in it. 

But you know what? I see that as a good thing. 

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