Social media marketing lessons
Clue # 6
The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.
Just this week the New York Times wrote about how Craigslist is affecting the revenues of mass media. How did this come about?
"We think we have a really good culture of trust and that’s because without consciously doing so, we have stood by some core-shared values. The fundamental value is that we feel you should treat people like you want to be treated, which means that you provide good customer service and it means that you should have a "live and let live attitude," and it means that now and then you give the other person a break. These are values that most everyone in the world shares." Craig Newmark
In fact, the woes of the newspaper industry are due to the fact that the Internet made it easy for us to get online, connect and talk to each other. Craig was just smart enough, early enough to see the possilbiities.
Travel is another industry that really got this clue right between the eyes. While some whine on about Tripadvisor, and the fact that people are taking candid shots of hotel rooms and posting them online, others saw the opportunity in connecting people and letting them talk about their travel experiences.
American Express recently launched Members Know Travel, a site where AMEX members can share ideas, experiences and travel advice. And they tied in their print magazine – members can talk to experts and editors from Travel + Leisure magazine, owned by American Express Publishing Corporation. The site also links to AmericanExpress.com/Travel where cardmembers can browse and book the latest offers.
Health content is another area where connecting people pays off. Sites that allow sufferers of a particular disease to share experiences and ways to cope have sprung up all over – and some companies are savvy enough to sponsor or support these efforts.
Even the staid banking sector has seen the light. BofA has a site for small business owners. You don’t have to be a BofA customer to join.
"Small business owners need a place where they can go to learn from one another, share their experiences and get answers to the questions that will help them better run their business," said Mark Hogan, president of Small Business Banking for Bank of America.
It works for small niche markets too. Take a look at the Fisk-a-teers blog. This initiative is an excellent example of how a company can connect with and empower their community.
PR Lessons: The fact that people are connected and having conversations with each other doesn’t mean you can’t talk to them too. It just changes the way you do it.
Social media marketing is very effective – you just have to get it right.
