When I think about your talking points (great idea), I think about explaining social media to my grandma (or my 4 year-old). It needs to be that simple. As Denzel Washington said in Philadelphia, “explain it to me like I’m a third grader.” At least that’s what I remember him saying Point is, we need to be able to explain these concepts in simple, clear terms that everyone can understand. If we can’t do that, we’ve most likely already lost them.

@arikhanson

@Jack – You bring up a very good point – keep your customer persona in mind at all times. Often we forget who we are targeting with our SM efforts…which also speaks volumes for #5:). Thanks for your thoughts!

@Narciso – If at all possible, I do everything possible to make sure folks don’t go into SM without understanding that they must be (1) consistent & (2) transparent. It does take a lot of time, but with a well thought out strategy, you can keep things measurable…including the time spent leveraging each platform. Great comments!

@Chuck – I like you more each time I hear from you:) – we must connect more often!

@Lara – I love “evangelist” as that encompasses so much more than just “advocacy.” Plus I do love leading with example:) Anxious to engage further with you!

I would add one more point (and only b/c I’ve had this kind of conversation with clients over the last several months) – be sure to have a bit of a reality check with folks that may think they are ready to dive in. I say this because unless you are committed to devoting some time (to listen, engage, listen some more, learn, listen some more, do some more engaging, etc.), getting yourself involved with social media will only disappoint.

In some cases, it could very well backfire on you – you certainly don’t want to be seen as showing up to the party only because someone told you to be there.

In my humble opinion, social media works best when it is full of folks that really want to be there (be it on Twitter, Facebook, etc.) – people are talking, sharing, yucking it up, etc. And it’s a GREAT time….for everyone!

Just gotta’ make sure that people know it takes time

The one big thing that we forget is that Social Media exists in a very different way for those who are not communicators/marketers… i.e. people not involved in the medium.

The other side of the coin has to be to think of what SM means to those who use its tools as ‘receivers’. Which is why I like answer #1… and I like that you tried to really simplify it!

To the common user Social Media is nothing more than a fancy way to keep in touch with friends and family and to exchange information (personal news, opinions, discoveries, etc).

The only reason I bring this up is that sometimes with SM we start running before we determine what the course is. Understanding the needs of the users will have an enormous impact on what is done.

In the same way that we say you have to understand bloggers before reaching out to them, we have to understand our audiences (their desires, tolerances, etc) before we can get into what aspects of SM are meaningful.

So, back to the simplifying of that 1st point (stream-of-consciousness typing on max!) maybe something like… ‘When people talk about ’social media’ (and use “air quotes” there) they really just mean places online – basically websites – where you get to interact with people. You can choose who you want to exchange things with and how much info you want to expose. It’s really about sharing news, information, and ’stuff’ that makes sense to the group you are in contact with.’

Great thoughts here. The only thing I’d add to #1 is that there is sometimes room for ads and the like.

For example, I don’t think there is anything wrong with a performance tire company sponsoring a message board or message forum for car enthusiasts. And, as part of the sponsorship, that they have some banner advertising to go along with it. In this case, they are funding the means by which these car enthusiasts can gather together and connect.

I’d recommend they then have some employees interact on the message board – with full disclosure – and answer questions, interact, connect. Not to push products, but to share knowledge and insights that position them and, indirectly, the tire company as the go-to source for info.

So, I agree that when it comes to social media participation, you shouldn’t push ads or press releases. But I do think we should be recommending sponsorships and online advertising that complements, when appropriate, the overall social media strategy.