Retain some “Old School” thinking in social marketing strategy

We probably all know people and businesses that are doing extremely well in these “connected” times without the benefit of a Facebook page, a Twitter account or a blog. Ever ask yourself why? They continue to practise the oldest form of social marketing. They actually meet with their customers, and nurture relationships face to face. It’s a behaviour that all marketers (new and old) shouldn’t forget.

Though the tools available via the internet and social marketing sites are powerful when used wisely, I fear that the ease with which programs can be initiated seduce many to engage before their goals are clearly established. I’m amazed by the number of people and organizations that initiate blogs, Twitter feeds and Facebook pages without first spelling out the desired outcome. It seems that they charge ahead because of fear for being left behind. They are convinced that social media and “the new social marketing” will be the only driver of business in the future. As our “old school” friends prove, they could not be more wrong. Here are a few “old school” thoughts that can assist with your “new school” social marketing strategy.

• Engage your sales team: they talk with your customers daily and are an invaluable source of information on customer attitudes
• Don’t limit your thinking to media of any kind, online or traditional. Understand the 360° media habits and information gathering habits of your customers and people like them.
• Be concerned with nurturing relationships over the long haul.
• Listen when customers identify needs, shape products or services to meet those needs, and institute some type of feedback loop to ensure you get it right.

Sound communications strategy always begins and ends with the customer. Because customers live in both the online and offline world, communication strategy needs to blend new and old school thinking.

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