The Ten Commandments of Social Media Marketing
Posted by Graeme Newell, 602 Communications on Mar. 23, 2011 / Subscribe 0
1) Thou Shalt Socialize, not Advertise.
Social networking sites are places dedicated to making friends and socializing. People who blatantly sell can expect to be unfriended and banished to oblivion. No one ever logs on to Facebook and thinks, "I hope there are some great ads on my page today." Hold yourself to the neighborhood tavern rule: don't do anything on social networks that you wouldn't do with friends at a local watering hole. That means you would not:
-Try to sell them things.
-Talk about yourself incessantly.
-Ignore their needs.
2) Thou Shalt Be a Human Being, Not a Company.
People do not make friends with corporations, they make friends with people who work at corporations. Do all you can to show yourself as a real person, not a corporate shill. This means pictures that aren't slick head shots, no stuffy titles, conversational writing, friendly smiles, and showing a more personal side. Get rid of the corporate logos and replace them with bright, smiling faces of helpful friendly people.
3) Thou Shalt be Passionate About One's Vocation but Not Be a Salesman.
Great social conversations are about sharing passions. Instead of trying to sell a product, sell your passion. Instead of listing product attributes, talk about the passions that product serves. Don't talk about the quality of the flour, talk about your passion for baking, and how great ingredients are a must. Don't talk about the durability of the bike frame, talk about your passion for riding, and how a strong frame makes great adventures possible.
4) Thou Shalt be a Good Listener.
Before you speak, spend a lot of time listening. Each social network site has a vibe, and understanding the intricacies of each the complex social order is important. Remember, the members of this community know each other. You are the new guy and if you hope to be included, don't act like a rock star. In the online world there are no visual cues and attentive listening is the only way to avoid a faux pas. If you simply show up and start talking you brand yourself as an interloper. You are entering a place with a complicated culture. Before you try to make yourself a part of this group, you must clearly understand the unspoken rules and social morays.
5) Thou Shalt Contribute.
The goal of all of your online contribution should be to add value. Before posting as a new member ask yourself, "How am I adding to the conversation?" On some sites, discussing your product is allowed, but in most places it is unwanted and obtrusive.
6) Thou Shalt Play Well with Others.
Before you dive head first into social media marketing, take the time to reach out to the sites that already hold sway with your fans. Can you work with them instead of trying to muscle in and reinventing the success they have already achieved? If you invest time, energy and money into sites that already have a strong customer loyalty, you can tap the goodwill of an existing community. Pay special attention to successful bloggers, community organizations, and other companies that share your passion, but are not direct competitors. Trek Bikes, Greenpeace, Range Rover, REI and Kodak all share a passion for outdoor adventure. What companies share your passion?
7) Thou Shalt Empower Thy Community.
The best social networking sites approach marketing from the vantage point of service. The companies seek to enrich the lives of their fans. This shows their deepest ethics and values. Apple believes in the power of creativity. Microsoft believes in the endless possibilities of education. Others companies show their values by providing help for those who need it the most. Aveda is on a mission to provide clean water to the developing world. Tide provides emergency clothes washing facilities for victims of natural disasters. What is the passion of your fans? How can you empower them and the things they care about most?
8) Thou Shalt Share Thy Expertise.
Inventory the collective knowledge of your company's employees. What expertise could they share that would enrich the lives of your fans? Instead of selling dog food, Pedigree educates an entire community about pet nutrition. Instead of selling cameras, Nikon shares its expertise on photographing nature and creates more skilled photographers. What is your core competency? How could your team educate the world?
9) Thou Shalt Praise Others.
Most social media sites are so busy sucking all the air out of the room that they never acknowledge the good work of their fans. Social media marketing works best when it is most generous. It is okay to talk about yourself some of the time, but don't miss an opportunity to praise others and spotlight their accomplishments. This shows that you appreciate your friends and value their camaraderie.
10) Thou Shalt Respond in a Timely Manner.
I see site after site where questions go unanswered and comments are ignored. Nothing builds trust like a personally answered question or a well-timed comment. Far too many companies are so busy crowing about their own accomplishments that they ignore the people they are hoping to befriend.
Authentic caring and genuine friendliness are the secret ingredients behind any social media marketing campaign. Know your fans, listen to them, contribute, and most importantly, let you hair down a little. Your results will be more immediate and long-lasting than the slick, polished, specious tone that pervades the fake and predatory world of traditional marketing.
Graeme Newell works for 602 Communications as a brand consultant and brand trainer. He specializes in brand building using emotional marketing.
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