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.
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