If you're like me - and by that, I mean you speak with other human beings from time to time - then you've heard the term "social media" come up in recent conversations. Whether it's comedians talking about Twitter on television or self-proclaimed gurus issuing decrees about the latest best practices for blogging, social media is unavoidable.
So, what's the big deal, exactly? Why can't you go about your day and wait for these new "crazes" to pass, as all fads do?
I'll tell you why: Social media isn't a fad. In fact, it's not even new.
Social media has been around since man first developed speech. More commonly known as "word of mouth", its a form of advertising, marketing, and PR all rolled into one that's been our most trusted, valued source of sales since the first cave man bartered his wares and cornered the market based on reputation.
Social media, in its newest incarnation - the variety that has everyone abuzz - is more accurately a series of applications or platforms than a wholly new concept. And therein lies the beauty.
You don't have to be a Don Draper (What? You're not watching Mad Men?) or any other marketing genius to understand that unbiased opinions from individuals are worth their weight in gold when it comes to making a sale. Your friend's recommendation of that restaurant over the other, your boss's mention of a favorite mechanic, your sister's trustworthy babysitter - all of these will sway you toward purchasing decisions in a way no polished campaign or ad ever could. (Which is not to say traditional marketing and advertising is kaput. Hardly.)
But marketers, advertisers, and public relations specialists have always been limited in our ability to disseminate first-person testimonials, referrals, or recommendations. Sure, you could lobby to have a loyal customer quoted in an article or TV spot, perhaps feature a pull-quote here or there on a web site, or even try to cherry-pick a customer to serve as a professional spokesperson. But all of these methods pin their hopes on a single voice speaking to many. Sure that guy may be happy, but if he's not my neighbor, my boss, my friend, why do I care?
Enter the advent of social media applications.
Nearly six years ago, I began writing a personal blog. In fact, I started the blog the same day I looked up the word on Wikipedia. In short order, I learned about the collective power of individual voices in a well-connected online community. I learned about trust, information sharing, debate, friendship, and exposure - all from a new perspective.
My blog community was global in its reach, cross-cultural in its perspective, unlimited by time or space, able to interact with and create content in new flexible ways, and empowered by a sense of access and influence.
It took only a few months before I was wondering why the business world - at least the one my clients and I inhabited - had not yet found a way to meld this new sphere with traditional marketing and strategy. I did not know I'd have to wait another four or five years to truly witness the collision of the old, time-tested principles with the new, ever-evolving applications.
Fast-forward to last summer. Suddenly, clients were asking me questions about Twitter and Facebook. About blogging on their site. About viral strategies and online interaction. Suddenly, the blogging habit that had led to confused looks at best, and derision over my nerdiness at a worst, was a desirable and somewhat-unique trait. Suddenly, people were getting it.
I try to keep my answers simple: When it comes to marketing, social media is really our old pal word-of-mouth playing out in wonderful new ways, across media most of us did not see coming. It's a chance to blend the personal with the professional just enough to create social bonds, create ongoing relationships, open channels for dialogue, and garner valuable feedback.
All of these principles are well-worn and proven. But the applications, the new "rules", the pathways are not. They are imperfect, in flux, and a subject of much (necessary) debate.
My advice to you: Take heed. Do not relegate social media to the land of fads of yore. Do not dismiss it. Look at it as a tool - a good one. Ask questions. Take notes. Weigh in. And then dip your toe in. Your business will thank you for it.
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