Comments on: Two Questions for Social Media Marketing Success

By: michaelklein

michaelklein — Thu, 25 Mar 2010 02:50:35 +0000

Awareness and interest are definitely important. And you are right they are higher order objectives. This applies in both on and offline media. But, I think you build advocacy simultaneously while building awareness/generating interest.

Every action, whether you are generating awareness etc has the ability to influence your audience's affinity toward you.

However, I'm not sure that hated celebrities or business people do well in the social media space. It would seem they wouldn't be received very warmly. Do you have any examples of a celeb who does well in social media who is truly hated?

By: jadegulash

jadegulash — Thu, 25 Mar 2010 00:08:19 +0000

Interesting post, Mike.

I somewhat disagree that the first step in social media is to get people to like you. I would argue that the first step is to get people interested. Perhaps this is a matter of semantics, and we're talking about the same thing. Some of the most successful celebrities and high-profile business people are also some of the most hated. Like them or not, we're interested.

Actually, if I am to be completely honest, I really think that the first step is to get people to be aware of you. Before I can get people interested or have them form an opinion of me, they first have to know that I even exist.

However, I absolutely agree that it is crucial not only to measure your social media efforts, but first to have a clear objective, that is measurable from the beginning.

By: michaelklein

michaelklein — Wed, 24 Mar 2010 19:03:16 +0000

I agree, it's important not to lose sight of the fact that it's about achieving some outcome. Not, just activity for the sake of activity.

By: Stef Hughes

Stef Hughes — Wed, 24 Mar 2010 11:24:50 +0000

Great blog, Mike! I agree with your earlier tweet – it's not about about controlling peeps. Rather, it's more like influencing them once the relationship of trust has been established.

You also touch on a topic that can be easily overlooked in social media: metrics and evaluation. Like with any other communication strategy, social media measurement should be determined first before execution and interpretation of results.

By: michaelklein

michaelklein — Wed, 24 Mar 2010 05:45:35 +0000

I almost forgot, I don't think it's about predicting or controlling the actions of others. That sounds really evil. Rather, I think it's about helping others by adding value. By doing so you build social capital (good will) and a resulting platform.

By: michaelklein

michaelklein — Tue, 23 Mar 2010 22:33:31 +0000

The point of my post was to highlight that it is important for social media practitioners (actually, all marketers in general) to focus on 'adding value' to their friends/fans/followers/readers/listeners/voters etc. And the questions serve as a filter to ensure you are continuously adding value.

I agree that it's important to have a strong vision of who you are and where you are going. And, certainly if people agree with that vision they may choose to come along for the ride so to speak.

Christina, Thanks for the comment!

By: cweese

cweese — Tue, 23 Mar 2010 22:07:05 +0000

I think both #1 and #2 are useless questions. You can't predict or control the actions of others. You have to develop a strong vision about who you are and where you are going. The answers from those questions will guide your actions with a lot more truth and responsibility.