Social web is about people, not brands or technology: some principles of social marketing explained.

by Enrico Giubertoni on 17 agosto 2008 · View Comments

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I found a very interesting article by Shana Albert, blog author of Social Desire blog entitled
How many businesses really ‘get’ the social web?, that discussed how many businesses don’t actually “get” the web 2.0 or social media.

This article explained in a clear way what are the main mistakes of old marketing and the need of new social marketing.

Shana Albert’s article is very important for setting up a social marketing or a social shopping activity. As the social marketing is of course social it is in my opinion compulsory that marketers think in a sociological, anthropological way and for this reason achieve sociological and anthropological kills.

The clue of this article is that if a company doesn’t understand how and why a community of people grows, its marketing campaign will be completely unuseful.

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That’s the reason why the first recommendation for settling up a social media campaing is to begin monitoring and participating within existing online forums: joining a conversation is more strategic for a marketing approach than trying to host a conversation without a strategy.

The article ended with these principles for marketers.

You don’t need to own the traffic, you just need to own the relationship
You can’t control the conversation, all you can do is listen and respond
One size does not fit all, and nor does one message
Actually talking to your customers isn’t such a bad thing. You may even learn something from them.

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