I believe it’s important to keep in mind that social media is just that — social. You’ve got to make sure it’s a two way street and not treat it as if it is a broadcast media. Otherwise, you may as well call it “business media” otherwise known as advertising.
Image courtesy of Laurel Papworth and Gary Hayes from a presentation given at SPAA Fringe called “The Future of Social Media Entertainment.”
The point: You’ve got to involve your reader, create new content, discuss as well as promote and measure…. NOT just promote and measure.
Gary Hayes and Laurel Papworth elaborate:
* INVOLVE – listen to, live the social web, understand it, this cannot be faked
* CREATE – make relevant content for communities of interest
* DISCUSS – no conversation around it, then the content may as well not exist
* PROMOTE – actively, respectfully, promote the content with the networks
* MEASURE – monitor, iteratively develop and respond or be damned!
{ 2 comments… read them below or add one }
I’m going to include a link to this as required reading for all of my clients who want us to ‘do’ social media for them. I have a strong belief that no one can ‘do’ social media on behalf of anyone else – even if I’m the one posting the message, the ideas and information and impetus have to come from the client. Even if your hands aren’t on the keyboard, you’re driving the actions. . .
Andi:
Thanks! I appreciate your comments.
Chris