3 Themes Social Media and Social Marketing Can Learn From

Social marketing and social marketing have something to learn from one another. Let me elaborate. (and no, that was not a typo.)

The fuel to my fire is social marketing. And, I’m not talking about any of that Web 2.0 or government 2.0 buzz-word crap (pardon). I’m talking about real behavior change. Thus, when I was asked to present at Yale University about social marketing, I knew I had to explain what social marketing is and what it is not in terms of the Web 2.0 “social marketing” often discussed. However, I’m also not a fan of black and white. In fact, my favorite color is gray. So instead of drawing boundaries or limits, I talked about what each can learn from the other.

I began with a slide that had social marketing on one side and social marketing on the other side, and asked: What’s the difference? A rhetorical question and maybe mean, but the truth is that when people say social marketing, they often mean two very different things. One means tools, the other means behavior, but both can enable and empower to reach that all-elusive real behavior change. Thus, I continued by outlining three themes that I find consistent between the two applications:

freedom vs. control
mission vs. mantra
voice vs. message

I feel these themes go beyond (just) social media and social marketing, but also dive into business, society and politics of today, and are relevant to a discussion when it comes to either social media or social marketing.

Social media thrives when freedom is given and control is released. In the field of social marketing, often times there is a battle over the message, the delivery, the pitch, etc. to remain controlled, yet if freedom was given, then sometimes reach could blossom. In addition, when it comes to the ethical framework of social marketing, some feel social marketing expands freedom, while other naysayers see it as control and manipulation. Thus, whether talking about either social media or social marketing, you need to discuss how you will or will not balance the two: freedom and control.

What is your organization’s mission? What is the campaign’s purpose? What problem are you solving? Who are you talking to? These are just some of the questions one needs to ask when wanting to communicate in social marketing or social media. In social media land, you have less room, less time and more clutter. You need to think mantra. You need to be understood. In social marketing, our audiences don’t always get “mission.” Sometime, we need to admit that we don’t even know what our mission is during a campaign or as an organization and regroup. If we could lean more mantra with both social media and social marketing, then perhaps we could connect more with the audiences we want to reach.

Come out behind the firewall–but first know when and where it’s appropriate. More and more, the trend is transparency, openness, honestry. If you don’t know the answer, admit it. People want to connect and engage with you. Your brand, organization could potentially be so much more powerful if you give it a voice, a person, a story….and not necessarily push out your nicely crafted messages that every senior exec QCed five times. (Okay, I’m over-exaggerating, but it gets the point home). Whether social media or social marketing, think voice and the ideals that go with voice, rather than message. As I prefeced though, know when and where appropriate.

What are your thought? How can social media marketing and social marketing learn from each other? What else do they have in common? Where else do they differ (we know there’s lots in that department)? Or, better yet, how and why do you think these themes go beyond Just social media and/or social marketing.

(I like questions.) =P

9 thoughts on “3 Themes Social Media and Social Marketing Can Learn From”

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Holland Newton April 15, 2009 at 10:24 am

This is a great post. I was right up there with you while we studied this stuff at Mizzou, but you’ve catapulted to new heights. I’m sure the presentation rocked. Sad that I didn’t see it.

This is also a deep post, so it’s hard to even approach your level without sounding sillily uninformed. I think what you said about authenticity is key. As communicators use any type of social marketing, especially using technology, they must be real.

As I said recently on my blog, “small businesses should use social media marketing, but the communication should be authentic, relevant and useful to their audiences. Engagement, openness and dialogue should be the goal, not selling” products.

Alex Post authorApril 15, 2009 at 1:21 pm

Thanks Holland! Those good ol’ days back at Mizzou….we were a good bunch though I think. And, I would agree with what you said on your blog too about the need for authenticity, relevance and usefulness (aka adding meaning). Well said my friend. =)

Kara April 17, 2009 at 12:29 pm

Well articulated Alex. I think the freedom versus control theme is especially interesting when discussing how to represent brands in social marketing. I am constantly faced with the decision of when to put something out there regarding my company/products on social media, and when to resist the temptation. It can be considered risky to subject your brand to public scrutiny. However in the long run, I think it proves there’s nothing to hide and that you aren’t afraid to hear constructive criticism by customers- which theoretically should be welcomed in the end, in an effort to understand how to make things better.

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bigbadbob April 22, 2009 at 8:53 am

I’ve spent time researching exactly what you’ve described in your post, ‘cept we refer to your “themes” as “tensions.” There is a noticeable push and pull in the directions of freedom and control. In fact, it is better to think about freedom and control on a vertical, not horizontal, access. Freedom at the top (because you can fly) and control (grounded). The visual and emotional aspects of what you do/say are what make the connection at a deeper level of the brain, the emotional level wins over the structural level.

The next step, is to realize that these “tensions” don’t exist separate from each other, they exist in unison… and it becomes more interesting to look at them in quarternities.

Keep up the good work (and read lots of Carl Jung… in fact, pick up “The Culture Code” (Clotaire Rapaille) for a quick read… it should be fundamental reading for social butterflies).

Cheers.

Alex Post authorApril 22, 2009 at 9:00 am

@bigbadbob I like that better I think too, “tensions.” When I wrote themes, I wasn’t completely satisfied with that but I knew that’s how most might think of them when encourtering these ideas for the first time.

Also, I am a visual learner, so I like the vertical framing and the metaphor that creates. Thank you so much for adding to the conversation here and for stretching my thoughts. And re: Culture Code: Already have it. Already read it. 😉

I’m curious about the research work you mentioned and what drove you personally to explore these ideas and similiar ones–Always like meeting people that share similiar interests.

Best, Alex

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9 thoughts on “3 Themes Social Media and Social Marketing Can Learn From”