Social marketing is an “effective way to build relationships over Social Media”

• Effective – Defined as cost effective, efficient, focused, specific, works
• Relationships – Defined as having both recognized value and emotional connection
• Social Media – platform independent; not just LinkedIn, Facebook, or Twitter, but the right platform to support the right interaction

 Social Marketing is not…

• Just Another Channel – old form over new medium hasn’t worked with the transition from print or TV to internet, why wouldn’t a new form of interaction require new rules?
• Just about Creative Branding – How many cool TV ads where you can’t remember the company afterwards. Creative just creates awareness, but not necessarily leads to a buying relationship.
• Build “It & They Will Come” – Despite your brilliance, you still have to build a relationship to the community (credibility) and you have to actively promote your solution(evangelize)
• Magic Relationship Bullet – just because I connect to you doesn’t mean we are friends, or even acquaintances. Hell, I don’t even know you…. Etiquette rules still apply.
• SPAM me into a Relationship – “No matter how many times you send it (awareness), I don’t care (interest), don’t want it (relevance), won’t buy it (relationship).”

 Social Media (Marketing) is about having a presence, Social Marketing is about having a purpose….