Ink Foundry - Social Media Marketing and Word of Mouth Marketing

Today, I received a note through Facebook from my nearly 70 year old aunt asking me to explain social media marketing. I was shocked – first off, I had no idea she knew what Facebook was or even how to create an account and secondly where did she hear the phrase, “social media marketing”? Is this what groups of Florida retirees are now discussing around canasta? Should we be concerned that they are mulling over which social media channels to participate on instead of complaining about the lack of available men in the retirement community?

This is how I replied:

What is social media? Social media is any online application that allows peer to peer conversations. It can take many different forms that include blogs, forums, social networks, picture sharing, email, video and more. What is the coolest change from traditional marketing channels? You and your company (or your canasta group) now get to participate in a two-way conversation. It is one to one conversation, amplified ten thousand times over.

Social media marketing utilizes those above referenced channels to get conversations started about a brand, celebrity, politician, product or movement. It works in much the same way as old fashioned word of mouth that took place at the Farmer’s Markets each week except it’s much faster, can reach millions in seconds, is fairly inexpensive and you can participate all day long or limit it to a few minutes a day. Social media marketing allows companies to develop a deeper relationship with existing customers, introduce themselves to new audiences, open the lines of communication, and manage crisis.

Because it is relationship driven, it is less like an advertising or traditional public relations launch campaign with a specific start and end date and more like the ongoing feud you had with your neighbor that started back in the 1940s and only ended because she moved away. And just like a relationship, it can take a while for a commitment. Finesse is the name of the game. A little flirting and courtship is a good thing.

And lastly, my aunt has been on Facebook for more than a month and she didn’t friend me until today. Apparently, she didn’t want me nosing around her life. Oh, and the worst part, she already has more friends than I do. I think I should be concerned.

• Posted on Monday, August 10th, 2009
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