Social
media is everywhere. Websites like MySpace, Facebook, YouTube and
numerous blogging platforms attract millions of visitors from all over
the world. Visitors that are not just passing by to see what’s going
on, but are willing to participate in discussions, upload content and
make themselves heard. Web 2.0 has given a clear voice to the people.
People who might well be your customers. Or your customers-to-be.
That’s why it’s important for companies and marketers to connect to
social media and lay out an integrated communications strategy not
based on the old monologue, but on dialog.
Brian Solis
of FutureWorks PR put together a manifesto for integrating social media
into marketing. He emphasizes the importance of not only diving in, but
-more important- of making the mental shift. Find your audience, find
the influencers, listen to them, get involved.
A few quotes:
“It’s an understanding that social media is about sociology and less
about technology. It’s a mashup of new and traditional media that spans
across advertising, PR, customer service, marcom, sales, and community
relations.”
“The key point here is that Social Media has yet to reveal its true
impact. While many are defining its future, the majority of people
around the world have yet to embrace it and participate. This means
that it’s only going to become more pervasive and as such, become a
critical factor in the success or failure of any business.”
“Listening is marketing.
Participation is marketing.
Media is marketing.
Conversations are marketing.
Comments are marketing.”
“Everything we’re integrating into the marketing mix is aimed at
sparking and cultivating not only conversations, but relationships.
It’s humanizing companies and their products and services so that they
matter to people.”
“In order to reach people, we have to figure out who they are and
where they go for information. In the process, you’ll quickly discover
that there is no magic bullet for reaching everyone - all at once”
“Remember, the future of communications introduces sociology into
the marketing strategy. The technology is just that, technology. The
tools will change. The networks will evolve. Mediums for distributing
content will grow.”
“By listening, reading, and participating, corporate marketing will
be smarter and more approachable than ever before. This is how we
humanize brands, create loyalty, and earn customer’s business.”
You can read the full manifesto here and here.
