I think it’s safe to say that public relations, advertising and related communication professionals are generally not well trusted. Afterall, aren’t we paid — by clients and/or our employer — to market particular messages that are ultimately intended to sell something?
We’re biased. We have “hidden agendas.”
And, when involved in social media marketing, I guess that’s still true. We do have an agenda.
But, if your audience knows about your agenda — at least who you represent — then it’s a more open conversation in which we can engage our audience. We’re not hiding anything, but rather letting the audience come to their own, respective conclusions and actions, based on information we provide and questions we pose.
And, there’s the rub — and where traditional PR activities and approaches won’t work. We’re not dealing with journalists who naturally have a healthy dose of skepticsm, or clients’ customers who are used to dealing with vendors or various types of sales pitches.
We’re dealing with every-day people who are more often than not on boards, blogs, communities, etc., on their own time. By their own choice. Because of a personal interest.
A more passive, cooperative, and sincere tone are required. Not sincere in that you really, really want exposure and sales for your client. But, sincerity in being transparent.
So, the medium and expectations for a social media marketing program is not typical of the medium and expectations in offline PR and other communications. How we should approach social media marketing is echoed in one of the greatest books ever written: Dale Carneige’s How to Win Friends and Influence People.
Become genuinely interested in other people: People are most interested in themselves.
Talk in terms of the other person’s interests: Find the interests of others and talk about those things.
Make the other person feel important: People yearn to feel important and appreciated.
The words of Carneige’s book will work in a one-on-one, social gathering — and in a one-on-one, social medium.
– Mike
