In his book, The New Rules of Marketing & PR , by David Meerman Scott, the author postulates that the introduction of the internet has changed the game for Marketing and PR Professionals like nothing be for it. (I’ll voice my opinion on that another time.) He especially points to the advent of Social Media. He poses much needed rationale, considering many large enterprises are running – not walking – away from SM, as to the importance of playing in this playground and as to its importance in intelligence gathering and interaction with (potential?) users/buyers/consumers. From what I surmised from his writings, we should all be using SM - at all cost - as it offers so many benefits.
Whether you agree with this as a tenet of your Marketing/PR Mix or not, one thing that is very clear and I believe to be true is the importance of content when using SM. I will state that I think that with many things, if you are not going to do it right, don’t do it at all and this is definitely my opinion on Social Media. And this is where Mr. Scott and I agree completely. Social Media MUST HAVE good content.
An example to follow –
The gist of this article on most pages would have been an announcement similar to: XXXX event on XXXX date at XXXX. Those X’s represent most people’s idea of SM. In this piece, however, Gordon Durich does a fabulous job of drawing the reader in with a question, answers and a (BTW) announcement. It is well done. It a perfect example of providing content to draw general interest and I bet many that read (and maybe attended the event) are not even really art/movie enthusiasts. But Gordon has intrigued the reader with the wonders of the art form. You feel his PASSION and KNOWLEDGE and it translates into interest. It is great content and I urge you to read it and to follow this example the next time you pen a post on your SM site.
Here’s Gordon’s piece: http://www.gordondurich.com/