Social marketing is actually a lot like those beginning steps we all witnessed in places like My Space, Facebook, etc – places where we went to make friends.

And that’s what we’re still doing, well sort of. We’re sharing ideas, and content that is actually of use, or of interest. We’re not selling to them, we’re not linking them to our own Sham Wow video on YouTube or trying to convince them that your company is the best. We’re aligning our professional interests and forging relationships.

And while many might deny that this is marketing, when it involves your customer base, it certainly falls within customer service.

But not everybody loves you… am I right? When we propose social media we’re frequently asked questions about the “haters” – those who might voice a negative opinion. But they’re doing you a favor really aren’t they? I mean instead of telling everybody behind your back, they’re voicing a complaint where you have the opportunity to address it. Correct it. And guess what happens when others witness that? They see honest interaction. They see a brand that cares. And if they see the same negative Nelly being unreasonable, they police your platform for you. It all becomes believable, and a real relationship is born. And guess what happens then? They do buy, they do refer, they believe by the examples they have seen that you are a good company they can trust. (And you had better be, we are in a revolutionary period of transparency).

So be a real friend. Be honest. Be real. Have your customers back covered when they need help. Exercise ethics that make you sleep well at night and you will.

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