Just the other day I was discussing social media with a DC (digital colleague) of mine in another social network. The topic of learning social media through osmosis surfaced, which was interesting to me. This social media stuff is so new that there really aren't "experts" in the truest sense, and learning social media comes fast and dirty. What I mean is that, there is a learning curve, but what was new yesterday, is old today and out dated tomorrow. But that shouldn't stop us from learning how to use social media tools to strengthen our communication efforts.
That's why I've decided to focus specifically on Chapter 4 of Now Is Gone. It seems the general theme regarding social media emphasizes the social. Ergo, what will, I think, become, if it hasn't already become, the next catch phrase -- participation is marketing. "[It] really means more than acting as a member of your community," writes Livingston, "it means contributing to its success." So we are swinging away from a what's-my-benefit, to a communal, what's-the-benefit-for-all approach to marketing in social networks. And that's interesting because social media seems to have revived community among people. This time, however, the community is formed around information that's useful. What a good social media strategy comes down to, says Livingston, is "the more you give to the community, the more you can expect to get back."
Livingston covers traditional media relations strategies as tools to promote social media initiatives. He points out journalist are using blogs as resources, while individuals and companies are using them to drive issues to the forefront of public opinion. I have a graduate student friend of mine whose studying the current Obama campaign and his communication team's use of the Internet to shore up support for the change Obama preaches. It's also interesting to see the Ron Paul campaign social media machine at work. Generally speaking, his has been a grassroots effort using social media strategies to garner a following to be reckoned with. According to his official campaign website, he's using 10 social networks to connect with Americans.
But Livingston also warns that pitching to social networks and bloggers is tricky. Bloggers are free agents so the emphasis on building positive relationships before approaching them is important, says Livingston. Again the idea bloggers are wanting something of value is important. It's about building a community of shared knowledge, so it seems. He also touches on the social media release, which I'll look at in another post.
Speaking broadly, without giving away all of Livingston's book, he addresses how to use your company's current marketing activity to affect social media communities. To be honest, chapter 4, on it's own, will set the novice a step ahead of the newbie in just a few short minutes.
