The Digital Handshake: Seven Proven Strategies to Grow Your Business Using Social Media

Chapter 6. What's a Marketer to Do?: Start a Conversation

While I understand your concern, allow me to remind you of an old adage that says, "If you can't beat "em, join "em." Two can play at this game, and, in fact, businesses better be on the same playing field as their customers and prospects in using the tools of social media if they hope to thrive given the present landscape.

Part Three of this book outlines a three-step plan for social media marketing engagement, which should scratch the itch of those needing something fully developed. For now, let's answer the question of why conversational (i.e., social media) marketing can serve as the antidote.

WHY SOCIAL MEDIA MARKETING IS AN ANTIDOTE TO THIS MARKETING MALADY

Before attempting an explanation, we need to first define what is meant by the term "social media," both what it is and what it isn't, and explore its application where marketing is concerned.

A good way to begin is by deconstructing the term, starting with the word "media." These are the tools—blogs, social networks, wikis, online communities, microblogs, video sharing sites—any medium through which a message can be conveyed. "Social" is anything that has to do with relationships, connections, or interactions. Put the two together and what you are talking about are tools that enable people to relate to one another in a social way.

Wikipedia defines social media as "Internet- ...