The term Social Media has many different meanings. Social Media is defined by Wikipedia as “Social media are media for social interaction, using highly accessible and scalable communication techniques. The term refers to the use of web-based and mobile technologies to turn communication into interactive dialogue.”
The part to note clearly are the last two words – interactive dialogue. Standard advertising is a push technology. The business pushes it’s message out there and hopes someone will listen and act on the information. However most consumers or potential clients are probably overwhelmed and tuned out. You only need to watch some of the obnoxious ads trying to merely get your attention to know that is true.
Interactive Dialogue – is also defined by Wikipedia and helps to expand the dialogue taking place via social media. Here the definition is framed as Interactive Marketing. To quote a small section: “Interactive Marketing refers to the evolving trend in marketing whereby marketing has moved from a transaction-based effort to a conversation.” This concept focuses in on the individual client or consumer. The company is looking to understand what the customer is really looking for and then how to deliver it if in fact they can deliver.
Integrated Marketing Communication not only enables this dialogue but helps to add the tools to determine if it is a customer you can serve or should not serve. You cannot be all things to all clients. Your marginal products and marginal clients should not be your focus. You can work to serve them but your core marketing efforts should focus on those customers and clients that you and you only can best serve.
You should take some time to look at your marketing – are you having a dialogue with your clients or are you shouting at them? Which way do you think would be best?