Social media marketing is almost the antithesis of traditional, one-way marketing communication. It’s not about stating how great you/your company is, and it’s features and benefits.

Social media marketing is about show — not tell.

For businesses, associations and commercial-minded individuals, you earn “social capital” by effective social media marketing. (See a good post about social capital and social networks at HorsePigCow.com.)

In social media, you show how great you/your company is by contributing value to those who may be interested in you, your company, products and/or services.

For example:

If you sell pots and pans, help people be better cooks, share recipes, cooking tips & tricks, how to keep them clean, and encourage others to contribute.

If you sell baby stuff, provide safety and parenting resources and information, encourage parents to offer their personal experiences and tips.

If you’re an architect or in the residential or commercial building industry, offer information on the latest trends (LEED, Energy Star, SIP construction, new appliances and building codes, colors, etc.), offer commentary on government regulation that affects your audience, and again, encourage your audience to share their insights — you’ll likely learn something!

And, if you’re like Techrigy’s Aaron Newman, help others learn the value and how to monitor and measure social media. Aaron gave a great presentation at Social Media Breakfast-Toledo #2 on May 1. (See his PowerPoint presentation here, or watch it here. Sorry for the video being in bits and pieces; the Wi-Fi was sporadic at times.)

Other than the brief introduction and the Techrigy logo on the slides, Aaron did not mention or showcase Techrigy’s SM2.

He simply contributed value in an area in which he is an authority.

And, then, at the very end, someone in the audience ask Aaron to show what SM2 can do. (Aaron didn’t due to time constraints for program, but am sure talked with the gentleman and others about SM2 afterwards.)

See, it’s not about tell. It’s all about show.

-Mike