25 May 2010

Traditional media reluctance to adopt Social marketing: Explained as one of Aesop’s Fables

Behind the scenes 1 Comment

By now everyone’s heard the phrases “Friend me on Facebook”, “Follow me on Twitter”, “Link to my blog” or “Join my network on Linkedin? No matter your age, gender, or profession, social media is taking over in a huge way. Some might argue, what’s wrong with the world today? It’s gotten to big to find the heart in anything. We communicate 140 characters at a time. Traditional media reluctance to adopt Social marketing will shed a little light on how the Newspaper industry has embraced social marketing techniques to bolster their online integrity. Newspapers’ have had a tough go! 2010 appears to have spurred the industry to adopt the kind of social media habits that have led so many readers away from the traditional news format.

So if you think that your clients, friends and family aren’t “tweeting”, “friending” or “blogging”, then you are kidding yourself. Why is Social media so effective and why are advertisers turning to Social media marketing? Three reasons that are particularly attractive to small business and other entrepreneurs: low impact/annoyance factor, cost effectiveness, and a viral spread of information. Plus, people are more likely to trust information from their friends than information from strangers. Socialnomic theory has taken us from Word of Mouth to World of Mouth. This study of social mood can transform your understanding of how our society works and its effects on social behavior.

The New Oxford American Dictionary has chosen ‘unfriend’ as its word of the year. To ‘unfriend’ means to remove someone from your friend list on a social network like Facebook or MySpace (and we extend that to a similar pattern of “unfollow”  in Twitter). “Defriend” came in as a  close rival, but unfriend takes it one step further by employing a more active and abnormal “verb sense” of the word ‘friend.’

Traditional media can’t afford to turn their backs on the power of Social media marketing anymore. This recession is unlike any other because, with the rise of social media, it has led to a change in the way consumers shop for products. Brand loyalty can no longer be taken for granted and everyone within your organization is now a marketers whether they realize it or not. Newspapers as we know are still a little slow on ordinary aspects of social media and demonstrates their lingering reluctance on the part of papers to fully embrace social media. Here is a few ways Newspapers have turned to social media; Twitter headline feeds, Acquiring providers of social media services, Creating more online events to attract readers, Promoting and monetizing user-generated content, Story-based communities, Collaborative outsourced news services, Customized delivery, Branded communities, Publishing APIs and of course Social journalism.

What they have to figure out is; What is the ROI of Social Media? Or how can they measure the ROI of social media? While marketers continue to debate the value of social media consumers know that social media is an important factor in choosing products, whether marketers are there or not. Consumers trust each other more than marketers and after all when they lay down their hard earned dollars they want to be sure that the brand promise exceeds their expectations. They want marketers to be on Twitter if they have questions and brand loyalty has to be continue to be earned as the product moves through the life-cycle.

Traditional media reluctance to adopt Social marketing: Explained as one of Aesop’s Fables

Fables are stories that impart a moral or practical lesson so lets have a little fun.

As a Social journalist I couldn’t figure out for the life of me how to get my point across in this blog post. I remembered from my childhood some of the fables my mom would tell me. Aesop’s Fables remain a popular choice for moral education of children today. Most popular Aesop’s Fables; The Fox and the Grapes, The Tortoise and the Hare, The North Wind and the Sun, The Boy Who Cried Wolf and The Ant and the Grasshopper are well-known throughout the world. My favourite “The Monkey and the Cat” better know as “The Cat’s Paw“.

The Publisher: The Boy Who Cried Wolf

Publishers’ only until a few years ago (2007) were forced to release their strangle hold on the newspaper industry. Although readership may be declining, unique users are on the rise this past quarter. Publishers’ that once dismissed the impact social marketing would have on their bottom line have welcomed it with open arms. Publishers so entrenched with print held off with worried anticipation the new role the internet and social media would have on their industry. Publishers’ are refocusing their efforts to capitalize on these ‘new’ social marketing consumers.

“Wolf! Wolf! Come and help! The wolves are at my lambs!” – The Boy Who Cried Wolf

Director of Advertising/Creative Director’s: The Grasshopper

Directors’ hearing rumor’s of this emerging phenomenon called social network marketing empower their staff to get involved. But the eventuality is unless they completely embrace social marketing and not leave it entirely to their front line, they might find themselves out in the cold as the fable suggests.

“Why not come and chat with me,” said the Grasshopper, “instead of toiling and moiling in that way?” – The Ant and the Grasshopper

The Editor: The Fox

Editor’s need to use and understand social media as a way of life. Editors need to draw life from their social media efforts. Editors’ use social media marketing to transform their tarnished news room dictatorship persona’s for a more softened philanthropy online one. Editor’s are loosening their grip on Editorial Policy and allowing more of a convergence with the advertising sales department (very unheard of a few years ago). Unfortunately their pasts are right behind them, and the fruits of their labour are just out of reach.

“Just the thing to quench my thirst,” – The Fox and the Grapes

Note: Please stop using “quotes”! Your “narcissistic pontificating of virtue is getting boorish!” – Craig Waterfield!

The Advertising Sales Rep: The Hare

For Advertising sales reps Social media has given them a new way to promote themselves and their sales efforts very inexpensively. What they need to figure out is how are they going to present themselves online. 70% of their content should comment on your industry and be relevant to what they are doing in it. 20% of their content should provide the links to their blog, website, Twitter, Facebook, Linkedin account or wherever else you may be promoting yourself. 10% should be personal.

“Take your time!” he said. “I’ll have forty winks and catch up with you in a minute.” – The Tortoise and the Hare

The Politician: The Ants

Just like in the corporate world, social media has created a two-way conversation between politician and voters. Local politicians are also finding that social media is quickly becoming a place where change can actually happen. Politicians use Social media marketing to announce the issues, promote press releases, and as a new way to reach citizens. Social media allows Politicians the mean to interact directly with the public. Gone are the days when the only way to find information about a local election or politician was through lawn signs, public access TV, or local newspapers. Now, if a candidate doesn’t have a social media presence, they are at a disadvantage.

“You danced last summer, said the ants in disgust. You can continue to dance.” – The Ant and the Grasshopper

The Business Owner: The Tortoise

The best marketing campaigns advertiser’s have today is social media. Business owner’s are turning to Social media to promote their own campaigns to independently promoting their own products through their own social networks. With traditional media It’s hard to get a sense of belonging from a newspaper or magazine. Advertiser need to incorporate Social marketing and traditional media marketing into their repertoire . Social marketers learn a great deal from the direct feedback they get from their customers.

“Though you be swift as the wind, I will beat you in a race.” – The Tortoise and the Hare

Traditional Media: The North Wind

Even if traditional media does their own Social media marketing entirely in-house, it takes the investment of time, knowledge, overhead and creativity to do it well, and those things equate to money. So, despite what some may think, social media is not free and therefor from a business perspective, needs to be measured against return, just like traditional marketing.

“The North Wind first tried his power and blew with all his might, but the keener his blasts, the closer the Traveler wrapped his cloak around him…” – The North Wind and the Sun

10 Ways to Cut Through the Social Media Noise and Be Heard

  1. Simplify Your Message
  2. Find Your Space
  3. Use Appropriate Channels
  4. Spread your Message
  5. Get Help
  6. Appeal to Ego
  7. Cut the Clutter
  8. Appeal to primitive Instincts
  9. Use Keywords
  10. Stick to one Point

Now I want you to think about every Social media service you’ve ever interacted with. I want you to think about five people that were really memorable and made you happy. If you have a moment, share those stories in the comments below. If you don’t have a story, share five Social media experiences you wish could be improved.

Sources: mashable.com, socialmediaexaminer.com

One Response to “Traditional media reluctance to adopt Social marketing: Explained as one of Aesop’s Fables”

  1. Tony Rubino says:

    Very interesting article. I think it’s also important to note that when it comes to social media networking people are much more likely to participate in a discussion or “spread the word” on a topic or product if their daily routine is not severely compromised. What I mean to say is that we all know people love to share opinions. People want to be heard. Think of all the off the cuff conversations you have had with friends and coworkers. These conversations are often very short and occur in informal settings, but can be heated and easily sway opinions. This is particular so when the topic is politics, consumer products or even athletics. The important point is that we participate freely in these conversations. Granted these conversations may be seen by some as time wasters but, to converse and communicate is a choice that we make and has always been an important part of our daily routine. Outlets such as Facebook, Twitter or even Messenger, provide us with an ever expanding social network and their ease of use allows us to “converse” in a far more profound and convenient way. Quicker than a “water-cooler” conversation or email for that matter. More faceless and anonymous than using the phone. I can also do it while I work on other things and my opinion reaches a much broader audience. All this without really inconveniencing me. Pretty powerful way to get your message across, if you take the time to figure out how.

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