The Pontiflex Blog

Social Networking: Dialogue, Not Monologue

August 7, 2009 at 10:54 am Arun Krishnan 1 comment

Jack Aaronson’s recent ClickZ article provides some really useful guidance for marketers who are looking for the best way to use social marketing. His first tip might seem intuitive at this point, but it still bears reminding – don’t use social media channels as a vehicle to hear yourself talk – make sure you are engaging in a back and forth. Symptoms that you’re the former: you have lots of followers, but you don’t follow anyone back; you have a million Facebook friends but never write on other peoples’ walls.

There’s a social rule that says that the more you get people to talk about themselves, the more they like you. (It’s a tip for job interviewees, by the way.) In marketing, the more you talk about yourself, the less appealing you can become. When using social media, make sure you’re not just blasting branding messages about how great your offering is. Instead, find out what’s useful and relevant for your audience, communicate actively with them, and speak in a friendly, non corporate headquarters-y tone. Jack boils this down to a useful acronnym. ACT: (A)ctively participate, (C)reate content, (T)one of voice.

Jack’s article is great, and it covers a lot of the basics for how to make the most of the following you’ve got. If you’re a brand looking to start a following, however, there are some simple steps for that, too.

1. Use CPL advertising to find people who are interested in your brand and raise their hands to hear more from you.

2. Remarket through email and social marketing. Start a dialogue. Get to know them, and let them get to know you.

Then, use Jack’s sound advice and “act.”

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