Excellent social marketing communications are easy to remember and they resonate well with their intended consumers. Resonate, Resonate, Resonate in social marketing is on a par with Location, Location, Location in real estate.
“I’ll Make Them Pay!” is the copyrighted marketing slogan crafted by the Kirtland, Ohio-based firm of Misny Law & Associates. Tim Misny, who represents injured victims, has smartly leveraged his first-rate resonating message in mainstream ad buys and online social media. The result? Misny’s pitchman efforts have made him a Cleveland… no, a Northeast Ohio “celebrity” among personal injury lawyers.
When you’ve been in social marketing as long as I have, you begin to understand a bit more the seemingly cynical line of thinking that says, “There’s nothing new under the sun.” Is Social Media new?
No. Let’s break it down to see why…
Social. Since Genesis and the Big Bang, since beehives and ant colonies. Since you and I were born and before. Since the writer (me) and you the reader at this moment. We are social.
Media. Since the cave wall, puffs of smoke, the newspaper, telephone, radio, TV, internet, MySpace, Twitter… You get it. They’re each a medium for carrying the message. They’re the tools. No more and no less, and very important.
As it has been, as it will forever be… The marketing communication part of the social media equation is the most meaningful constant. We sometimes call it Content. And it’s the most important thing I create for my clients who are focused on using various social media tools to market their products and services.
Last night, I facilitated a meeting of the Cleveland Westshore Entrepreneurs in Westlake, Ohio. Most of our group Q&A centered around small business marketing tactics, with the most interest, as you might guess, being on what works.
What works? Across the board, there was agreement that three things bring business in… social media, face-to-face marketing, and word-of-mouth.
Movers and shakers covered by and of the media reflected on the passing of Apple’s Steve Jobs last year…
“Steve, thank you for being a mentor and a friend. Thanks for showing that what you build can change the world. I will miss you.” – Mark Zuckerberg, Facebook CEO
“The world has lost a visionary.” – President Barack Obama
“The world rarely sees someone who has had the profound impact Steve has had, the effects of which will be felt for many generations to come… It has been an insanely great honour.” – Bill Gates, Microsoft Founder
“He always seemed to be able to say in very few words what you actually should have been thinking before you thought it.” – Larry Page, Google Co-Founder
“Steve Jobs’ enduring legacy is to challenge assumptions, and forever change what we could expect technology to do.” – Murad Ahmed, The Times
“Steve was such an ‘original’ with a thoroughly creative, imaginative mind that defined an era. Despite all he accomplished, it feels like he was just getting started.” – Bob Ibger, Disney CEO
“Many books were dashed off describing what a tyrannical person Jobs could be – how he took the parking spaces of the handicapped, how he reduced employees to tears. Those tales will fade like yesterday’s newspapers. What will stand erect like an indestructible monument are the things Steve Jobs created that changed our lives.” – Ken Auletta, The New Yorker
“The full legacy of Steve Jobs will not be sorted out for a very long time. When employees first talked about Jobs’ ‘reality distortion field,’ it was a pejorative — they were referring to the way that he got you to sign on to a false truth by the force of his conviction and charisma. But at a certain point the view of the world from Steve Jobs’ brain ceased to become distorted. It became an instrument of self-fulfilling prophecy. As product after product emerged from Apple, each one breaking ground and changing our behaviour, Steve Job’s reality field actually came into being. And we all live in it.” – Steven Levy, Wired
I needn’t add anything. Steve Jobs, 1955-2011.
- 2012 will continue 2011′s mainstream consumer adoption of social networking sites and marketing communications tools like Facebook, Google+ and Twitter.
- Expecting SMBs (small and midsized businesses) will double their social media marketing expenditures in the coming year.
- Looking back and a surprise to many… Social marketing practices had their start in the 1970s.