No One Needs To Die!

Our first reading assignment was the first two chapters of Brian Solis's book Engage (Ch 1: The Social Media Manifesto: Engage or Die and Ch 2: The Case of Socializing Media, by the Numbers). He shares a similar opinion to many social media experts*, mainly:

• This social media thing isn't going away and is only getting bigger (I get the point)
• Companies that wish to survive need to understand it, respect it, embrace it and use it
• The traditional rules of marketing still apply, and perhaps, need to be taken even more seriously

This last point I think is the most critical and the one companies may know, but choose to ignore. Or maybe it's that they're running so darn fast towards the Holy Grail That Is Social Media that they forget the basics.

Is your target market on Facebook? No? Then Facebook isn't for you! I may have actually heard audible *gasps* coming from some people when they read that statement, but I really think it's true - and so does Brian Solis: "Contrary to popular opinion, your presence is not required in every network that populates the Social Web." What is necessary is that you understand the target market, know your brand as well as you know yourself and engage in two way communication about your brand. Having worked in marketing, I know this is easier said than done, but some companies are doing a great job at it which means others can too.

Another basic rule of marketing: keep your brand top of mind.  Solis points out that if your brand isn't being talked about, even in a negative way, this signals a problem. Your brand isn't being talked about. Period. Which means your brand isn't top of mind with consumers, and therefore, you need to do something to bring it back.  Just like with traditional marketing, study your consumer (this time in the social media space), and learn about ways to make a smooth transition into the conversation. 

One thing that Solis doesn't mention that I think lacks in his text is the integration of social media tactics with traditional ones. Social media, as he mentions, is a tactic within a greater strategy that includes other channels and initiatives. Integration is key - a social media campaign should have elements that connect it back to traditional marketing, point-of-purchase, promotions, etc. It doesn't live in a vacuum and only becomes stronger through integration.

Regardless, the important point is that brands can surely figure out this Social Media Thing, as they have figured out TV and the Internet. Solis ends his first chapter: "Engage or die". I say, it's all about going back to the basics - no one needs to die!