The first rule of Social Marketing: It must be social before it can be marketing

Yesterday’s edition of Research Brief from Media Post suggests that consumers only “friend” or “follow” an average of 4.6 companies. Not a big number, given the swarms of companies that are suggesting I “join” them on Facebook. Click here to see it.

Implications: Anytime you suggest that someone “Like” your company on Facebook… assume they will answer your invitation with this response: “Why should I?”

Is it because you’ll send me the “special of the week” as a status update? Or is it because you’ll be posting your monthly (analog, self-serving) newsletter online as a PDF file? Look… a lot of consumers realize that companies are simply using new digital technologies to distribute old analog advertising. And according to this RB story, consumers are reluctant to “like” more advertising from very many companies.

Consumers know that business is likely to see Facebook as a new marketing tool. But the consumer sees social networking as a way of staying in touch, sharing experiences, hearing from friends, and expressing their views. (Is your Facebook page consistent with the motives that drive people to Facebook?)

A church congregation is a social group. Employees in a workplace represent another subset of society. People who are passionate about freshwater fishing represent another collection of people who have something in common.

What aspects exist within your customer base that might reflect common interests, beliefs or passions… that are, in a way, a sort of social group? That might be the basis for a blog or a social networking campaign. But that people simply shop your store or dine in your restaurant is unlikely to be enough, in and of itself.

[Seriously… can you imagine this conversation actually taking place? “You shop at Bunky’s Supermarket? WOW! I SHOP THERE, TOO! We should start hanging out together!” Not likely.)

What are the common denominators exist among your customers? (Hint: What benefits do they seek when they buy what you sell? Or, what problem are they trying to solve with the purchase of your product or service?) In the answers to that question, you may find the basis for a social group.

Some folks think social marketing is entirely new and different from traditional advertising and promotion. But in this way, it is not: If your message is not relevant to the audience you're reaching for, you can't expect those consumers to respond.

Mike Anderson