“Social” is not “media”…It is a community.

“Your audience is skipping your TV spot with a DVR. They’re talking about your product on Twitter. They’re chatting about you on Facebook. They’re searching for you on Google. In a world that is increasingly empowered by social “media,” connected by screens, out of your control and enchanted by innovation, all that matters is the story your customer tells about your brand — your brand’s value, in 140 characters or less. Is it a good story? A bad story? Or just no story at all?”¹

Call it the “new word of mouth” if you will, but know for certain this is not your mom’s word of mouth. Today it is fueled by the massive advancements in technology along mediums such as Facebook, Flickr, Twitter, YouTube, microsites, RSS feeds and blogs.

So with the customer now firmly in control of your brand, you need to rethink your whole approach. If you’re going to be a socially savvy marketing manager you can start by seeing these web-based channels not as media, but rather as ongoing conversations. This is personal interaction, folks. Now more than ever your brand needs to connect, or join in these conversations, by acting less like a brand and more like a human being.

Here are 3 human truths that are proving to be part of the effective social marketing DNA:

1. Most of us inherently consider ourselves creative.
2. Most of us love a good challenge.
3. We all like to win stuff.

While these are certainly not the only human truths at your disposal, they are becoming very common to successful social marketing efforts. Connecting with folks on such a basic human level can quickly move them into action on your brand’s behalf. See how 3 brands from categories as widely varied as food and beverage to consumer products to travel and leisure made their marks by incorporating these truths:

• Visit Florida

• Philips VS

One of the most prominent social media efforts was the 2008 launch of mystarbucksidea.com, a community site allowing users to submit, comment on, and vote on their favorite ideas for improving the company.

It not only paid off, it helped Starbucks become the top social media brand last year.²

¹ Bob Lord, CEO Razorfish, Fluent: The Razorfish Social influence Marketing Report 2009

² Wetpaint and Altimeter Group

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