Karen Purves

Tools Vs Mindset for Social Media Marketing

Posted on 03 June 2009

Don’t think for a moment that social media is just about the tools. The tools, where it’s blogging, micro-blogging, video, podcasts or emails, are the channels by which you communicate your message.

Learning how to use the tools is the easy part. Most sites have good help screens to get you started. So, training in getting an account and setting up your profile can be of limited value.

You join, you enter the group and then, there’s a void – what to do next? There is a percentage of people who don’t work this out and leave.

There are those who sort of understand and hang in there hoping to make it work for them.

Then, there are those who thought how they will be using social media to market their business and got on with it.

Now, really this is a continuum where people can acknowledge where they are rather than discrete points.

Unless you have thought about how you are going to use these tools, the results are likely to be poor.. And this is where the mindset comes in.

Social Media Marketing is a new paradigm. It has its roots in:

· Openness

· Transparency

· Conversation

· Used by everyone

· Information based

This is in contrast to traditional marketing that uses military metaphors to gain leadership; based upon competitive positioning; broadcasting messages and overcoming objections in the selling process.

So you may not see great results with social media when pushing traditional marketing messages.

Now, people will engage with you if they like what you are saying and, if what you share helps them and adds value.

For its your content that provides the information for them to decide to buy.

The world is changing. People have never had so much power. Those companies who understand this will do well regardless of the economic climate.