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The First Rule of Social Marketing (Social Marketing Fundamentals)

by Tim on February 7, 2012

Dave Thomas wrote a great guest post yesterday that looked at where social media fits in your marketing plans. Of course, knowing where to start is half the battle.

So, where do you start?

By following this one simple rule: Social is people.

While there are specific “tips and tricks” to keep in mind about each new social network you use to market your business, the key point is that you’re looking to connect with people, not just sell your wares. People spend time in online social networks for a variety of reasons. But we can summarize those reasons down to just these few:

Staying in touch with friends
Staying in touch with family
Staying in touch with business associates

Keeping those three separate matters. Because you’ve got to understand where your business falls in the social spectrum.

According to research from the Pew Research Center’s Internet and American Life Project, adults 50 and older cite “staying in touch with family” as their top reason for using social networks. Adults under 50 cite “staying in touch with friends.” Surprisingly, neither group says a big reason is “keeping up with products or services that I use now and again (or even every day, for that matter).” In fact, very few people use social networks to find new friends, find out what celebrities are doing or even find people to sleep with, er… date.

Again, people—your potential customers—aren’t looking to find new relationships using social networks. They’re looking to deepen the relationships they already have. So it’s rare that you’re going to find new customers using social networks, unless your existing customers tell their friends about you.

Now, how is that going to happen?

Don’t worry. We’ll touch on that in our next post.

For now, you need to come to grips with the notion that most people on most social networks aren’t there to connect with you. Yes, you can use social networks to market your brand. But you won’t do it successfully if your approach suggests it’s all about you. It’s not. As with most marketing in the modern world, it’s all about your customers.

Are you getting enough value out of your small business website? Want to make sure your business makes the most of the local, mobile, social web? thinks helps you understand how to grow your business via the web, every day. Get more than just news. Get understanding. Add thinks to your feed reader today.

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Tim Peter & Associates helps companies from startups to the Fortune 500 use the web to reach more customers, more effectively every day. Take a look and see how we can help you.

Technorati Tags: social, social commerce, social marketing, social media, social search, social strategy, strategy

Tagged as: social, social business, social commerce, social e-commerce, social ecommerce, social marketing, social media marketing, social media metrics, social media profiles, social network, social network marketing, social networking, social networks, social search, social search strategy, social shopping, social strategy, social tools, social web

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Social media marketing is a good idea: Reason #324

by Tim on October 25, 2011

in Social Media, social strategy

OK. I don’t know that there are exactly 324 reasons why social media marketing is a Very Good Thing, but I’m confident there are lots (Actually, I think I see another post on how many there are in my future). Long-time readers, however, will note that I don’t talk about having a “web site.” I talk about having a “web presence.”

Because you can’t just be one place on the web.

I particularly recommend thinking of your presence in terms of a hub and spoke model:

Former Myspace CEO Michael Jones explains one reason why:

“Single front door = single point of failure. Many large Internet businesses, such as Myspace and Yahoo, have a single “brand” front door, in that users have one point of entry into the site. Behind the door, users will find multiple product lines. Unfortunately, a single front door means there is a single point of failure in consumers’ minds — even when the product lines behind it are robust.”

Your website may be the hub, but the individual spokes, including social media, provide redundancy and alternative entry points to your brand for your customers. Robert Scoble made almost the exact same argument in a comment a few weeks ago. I agreed with him then. And I agree with him now.

Social media offers your customers multiple doors through which to find you. So, whether it’s reason #324 or not, it’s still a great reason why social media makes sense.

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Tim Peter & Associates helps companies from startups to the Fortune 500 use the web to reach more customers, more effectively every day. Take a look and see how we can help you.

Technorati Tags: integrated marketing, internet marketing, marketing, marketing best practices, social, social commerce, social marketing, social media, social search, social strategy

Tagged as: e-commerce strategy, social, social commerce, social e-commerce, social ecommerce, social marker, social marketing, social media marketing, social media profiles, social network, social network marketing, social networking, social networks, social search, social search strategy, social shopping, social strategy, social web, Strategy

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Google+ is Awesome. But It’s Not Right For Your Brand.

by Tim on October 5, 2011

in Strategy, social strategy

Let’s get this out of the way right up front: It might be better to say, “Google+ isn’t the only place for your brand.” For that matter neither is Facebook. Or Twitter. Or Tumblr. Or YouTube. Or any other social platform.

Robert Scoble, if you don’t know him, gets loads of respect as a blogger and thinker. Here’s what he posted on Googe+ today:

“Why do I post here on Google+ instead of on my blog, or over on Facebook? One reason is the search engine here. For instance, search for the word “Occupy” and you’ll find all the posts written about the Occupy Wallstreet protests: https://plus.google.com/s/Occupy

I believe this search engine will become more and more important over time. Right now it’s not that important, in terms of traffic or causing conversations, but that’s why I’m investing time here and not on my blog.

Now, the trick is to figure out what I should use my blog for. ”

Robert typically shows love for new services as they become available (or, at least, the ones that end up capturing some market share). And, of course, he changes blogging platforms about as often as I change my underwear (OK, not quite as often, but you get the idea).

But, as I’ve said again and again, tools don’t matter. Google could change the rules of Google+ tomorrow and screw your brand.

Not that they have any history there.

Facebook could, too. And Twitter. And Tumblr. Any YouTube. And on and on and on.

And where would that leave you?

Build your brand on your website and your blog as your hub. Then use social tools as the spokes of the wheel that will drive your brand success.

And, for as much as I respect Robert Scoble, don’t listen to those who tell you Googe+ (or any other site you don’t control) is the one and only place for your brand.

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Tim Peter & Associates helps companies from startups to the Fortune 500 use the web to reach more customers, more effectively every day. Take a look and see how we can help you.

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