Posts Tagged ‘market evangelists’

Social Media Versus Social Marketing

April 30th, 2010

We spend a good amount of time discussing socially enabling the enterprise, but there is another side of our business that is focused on servicing the small to medium sized business market (SMB) with social marketing services.

As Joanne Sanders, our social marketing practice leader says “The difference between social media and social marketing?  Social media is about participation –it is about the activities that go on within the platforms.  Social marketing is about purpose —it is about coordinating an overarching strategy involving multiple social /communication elements.”

Now, this doesn’t mean go out and fire your marketing or communications firm because they keep explaining that you need more friends on your Facebook page, but like any creative endeavor it needs focus. Start with a defined goal, identify the strategies that make sense, and then focus your creative partner on creating the best, most compelling content. Social marketing is done correctly is about building the right relationships in the right way with the key influencers (both market and company) that will establish credibility with a decision maker prior to your engagement with them directly. If you don’t, you may not get an opportunity to do it direct.

We also find that although many smaller companies appreciate strategy, they cannot feel comfortable using their limited dollars to invest in strategy without a return. They don’t pay for consulting; they pay for execution and results. Here are some of the objectives that we would put forward to define a really good program, all of which can be tracked and measured:

  • Online Lead Generation
  • Credentialing In The Market
  • Expand Online Footprint
  • Reach External And Internal Buying Influencers
  • Build Market Evangelists For Your Company
  • Distribution Channel / Partner Identification
  • Develop Industry Relationships

Social marketing is about purpose AND alignment to your business, social media is about participation and relationships.