The social Media Manifesto is an online book By Brian Solis, blogger at PR 2.0 and President of FutureWorks, about how companies can engage in the conversations taking place with or without them.
This book is about the new landscapes and ecosystems caused by social media, and it is full of examples that explain the need of new paradigms in marketing strategies.
As Brian Solis says:
There has been a fundamental shift in our culture and it has created a new landscape of influencers and an entirely new ecosystem for supporting the socialization of information – thus facilitating new conversations that can start locally, but have a global impact.
It is very interesting to notice how this publication integrates the past and the present into the future of communication.
If you think – for example – to corporate blogs maybe all Marketing Teams are familiar to blogs. What we should all know however, is that they are not effective when used as a corporate platform for marketing messages. And also, they’re not a channel for featuring ghostwritten posts for company executives.
The best corporate blogs are genuine and designed to help people.
And communication is made for people and by people: for this reason company MKT-Communication teams have to pay attention to comments made by people in blogs and blogosfere. Some of the best conversations take place in the comments section as people react to what you wrote as well as the feedback from their peers.
Image by Wikipedia
This book is all about this. It is not a book about High Tech. It is a book about social marketing, about all the themes of an emerging form of social anthropology, which in my opinion could be named Digital Anthropology.
Monologue has given way to dialog (Solis).
The future of marketing integrates traditional and social media elements. The new mix will include what you know along with the tools to succeed in social media and customer relations.
Here the full on line book.
Resources.
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As you correctly point out, the most interesting conversations typically take place in the comments – I’m just wondering, is the original blog post really necessary? I mean, couldn’t a really lightweight forum that allows a company to become a part of a conversation be a decent strategy for somebody who doesn’t want to commit a lot of resources to corporate blogging?
Dear LotusJump commenter,
Thank you a lot for your comment. I appreciated your question which is very important and complex and opens to various themes.
I would like to try to give my opinion to this complex theme.
I agree with you when you say that the most interesting conversation tipically takes place in comments. The original blog post is just a start point.
I dare say that the source of comments – whether it is a blog or a forum – doesn’t matter:. the importance by a Marketing/Communication perspective – is in answers.
You say:
In my opinion blogs are the best marketing tools if compared to forums: they can track conversation outside the blogs (pingback, trackback), there are many resources like Technorati, MyBlogLog, Feedburner, Google BlogSearch, and so on.
But the main reason that blogs are better tools is – in my opinion – that forums need more resources if compared to blogs. A Forum needs a community of many people very engaged in writing, and for this reason each forum need some company resources to encourage people writing, to answer to their posts, to manage duplicated contents, and so on.
If a forum has few posts or no posts, it is a problem for a company brand.
Another proble is that in a forum a company cannot make agenda setting. A company cannot rule the importance of their messages: if you write a blog post, each post is in the blog home at the first place. In this phase, a company can propose a content giving it an Agenda Setting. Then, the users will choose if that content is important for them by commenting it or reading it (you can check in stats).In forum this is more difficoult to rule.
What’s yout opinion?
Enrico Giubertoni
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