Solis is right: avoid classic marketing like the plague in social media

Since you are all reading Brian Solis already, there’s really no reason for me to point you to his gigantic(ly awesome) post from a few days ago about titled Social Media is About Sociology Not Technology.

He hits on some very key points. My Favorite one-liner is this:

Transparent and genuine participation is now a very effective form of marketing, without the snake oil.

but the most important note might be this:

Underestimating social networks is also very dangerous. I’ve already witnessed far too many companies attempting to spark conversations by “marketing” to “audiences” through “messages” within social networks, insulting everyone they try to reach along the way. It can have disastrous consequences to you and the brand your represent.

Social networks are often more tightly knit than blogging niches, and more easily offended by blundering, well-intentioned but poorly-informed marketers. I mean, there are Facebook groups (like this one) dedicated to hating on “internet marketers” in Facebook.

The fact of the matter is that poking around Facebook as an individual is a fun and often rewarding experience, even if you don’t know what you’re doing. As people, I encourage you all to sign up, and friend us (sidebar!).

As a business, it can a much less welcoming experience. I’ve spoken to a number of people, including several of my college friends who are on Facebook, about “advertising” on Facebook. Almost universally, they consider advertising, or blatant product-shilling, to be a no-no (makes sense).

In fact, I think the best thing to do is to remember that quote I threw in at the top of this post. I’ll type it again:

Transparent and genuine participation is now a very effective form of marketing, without the snake oil.

The general idea is to avoid the snake-oil. People are overly suspicious of slimy things on the internet, and there’s no juicier, viral blog post than getting to call out some sneaky, hidden marketing campaign.

We’ll be talking more about best practices at the event this December. If that’s up your alley, be sure to sign up.

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