Social media, from my perspective, is about conversations. Users don’t want to be marketed to when they are hanging out with their virtual friends. If they choose to interact with a brand, it is their choice, just like playing music at a party or something. Just because I put on Pearl Jam, doesn’t mean that I want a record company or music store rep walking up to me and trying to sell me something.

It just seems that what the user wants from social media is so far removed from traditional advertising/marketing.

Using social networks as an advertising platform shows ignorance about social media, but building a fan page that allows fans to engage with and discuss the brand can be extremely beneficial in both the short and long run - because it highlights the “social” aspect that is integral to new media campaigns.

One of my largest clients has a substantial fan base that we have built personalized communities for, much like the Pearl Jam example. We still have a presence on Facebook, MySpace, and Twitter to draw in new members by promoting our products in an environment that doesn’t scream “marketing!” There’s a fine line to walk, and my role is to make sure that the client still remembers to LISTEN to those communities.

Very interesting.

Long time no talk! Yes, I’m still reading your blogs these days.

I think you were right on the money when you advocated that “organizations move away from thinking of social media sites like they do television, radio, or billboards, and instead uncovering new ways of using social media to build relationships.”

That open dialogue is key, but I think that listening may be the first (and most important) step. You may not be able makes tons of money, but in the reality of today’s media landscape not listening can cost you. Case in point- Motrin. Even if the organization wasn’t interested in participating, they would have seriously benefited from hearing about the issues with their commercial earlier, rather than later when it became a PR disaster.

Another thought (as I learn more and more at my job- internet marketing): At this point, social media lends itself more to branding. If you’re expecting to see a jump in sales because you added an application on Facebook you’re bound to be disappointed.