The direction of marketing has changed 180 degrees.
While marketers are trying to “get the word out,” customers are more focused on what words they let in.
I’d like to invite you to let the words of today’s newsletter in.
Read the newsletter: Letting the word in vs. Getting the word out
I published this piece on tompters.com today: Social Media as Mass Marketing … Not the Future. Have a look, and add your comments.
Keep the “social” in social media!
Michael Pinto, aka “Fanboy,” wrote an interesting post today called Social Media “Experts” Are The Cancer of Twitter (And Must Be Stopped). Although he spent a lot of the post berating people for being self-annointed experts, I thought the most interesting thing he had to say hinted at one of the biggest pitfalls that can dilute social media efforts: When the advertising-based mindset of “more is better” takes over communication becomes impersonal.
Many Twitterers look at their number of followers as a badge of honor (“I’m #1 in Albuquerque!”) As Pinto implies, when someone becomes “friends” with everyone, they start being friends with no one. They don’t respond to messages. Their communication becomes impersonal. They become minor celebrities in a hall of noise.
I read somewhere the other day (was it on Twitter?) that Facebook only allows 5000 friends. The writer looked at this as a limitation. ‘Nuff said.
Social media is in its infancy, and, as such, will look much different in the future than it does now. My prediction: You will start to see more rumblings, akin to Michael Pinto’s, cautioning us to avoid the Super Bowl advertising, mass-marketing mentality that makes you think it’s ok to spread yourself a mile wide and an inch deep in order to gain some sort of notoriety. Twitter is not TV. At least I hope it never becomes TV.
The bottom line: Social media is not broadcasting. It is most effective when it is social … when it builds relationships.
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In addition to writing, I spend most of my work time helping companies unleash their potential by creating better connections with their customers. This happens through my speaking events and through Yastrow & Company consulting engagements, where my team and I help companies figure out who they intend to be in the future, and then engage the entire company in creating that future through strong "We" customer relationships.
Before starting Yastrow & Company in the mid-90s I was vice-president of resort marketing for Hyatt Hotels. My experiences in the hotel business showed me clearly that most marketing doesn’t happen in the marketing department. Customers are paying attention to all interactions with a company, not just the promises made in traditional "marketing communications."
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