Social Media and Marketing: Rules of engagement

Social media implies a democratisation of information, and requires authenticity and openness from those who would deliberately use it for marketing. Relying on the connected Internet, it means that good stories as well as bad stories spread and stick around. Jeff Jarvis may have had problems with Dell in 2005, but you can easily find all relevant communication with a quick Google search.

Although engaging publicly with a wide audience, marketers need to remember that they are communicating with individuals. While marketers should engage in the conversation, and can lead it, they cannot control it.

Marketing to content creators

The influence of bloggers means that they should form a part of any PR strategy (see the WebPR chapter for further details).
Supply content creators with the tools and resources so that they can easily talk about your product.

Marketing to content consumers

Social media allows anyone to have a say, and the same tools that are available to individuals are available to companies. Company blogs allow a brand to build a personality and to interact with its target market. Entertainment created and spread via social media increases brand touch points. Using the same channels that are available to your consumer aids in understanding the consumer, and evens the plane of conversation.

When using social media to reach out to content consumers, go to where your consumers are. The media used is dictated by your users. For example, a nightclub for students can create a Facebook group to advertise its weekly specials, and interact with fans, while Land Rover enthusiasts would probably be more comfortable with a forum.With all interactions, marketing messages need to be labelled as marketing messages, with a disclaimer added if necessary. Trying to hide them as something else will only decrease authenticity.

Marketing to content sharers

Content sharers are content consumers who also pass your message on, whether by using chat or email, or by sharing a link on a blog or submitting your content to a bookmarking or aggregating service. They are a crucial link in the chain that passes your message around. Make it as easy as possible for sharers to share by using chicklets and unique and easy to read URLs.

Advertising on social media platforms

While marketers can use the tools of social media to convey their message, also important are the user characteristics that define a social media web site. Social media allows users to express themselves, and this means that demographic information can be compiled to allow for more useful and targeted advertising. This presents many opportunities for targeting advertising, and for finding creative ways to reach an advert fatigued demographic.