The New Community Rules

Chapter 4. Participation Is Marketing: Getting into the Game

Participation is essential for success within social media marketing campaigns. As you’ve learned in the previous chapters, constant engagement is necessary, but real conversations are even more important. The most effective form of social media marketing requires relationship building in a completely authentic way. In this chapter, we review several case studies and show how companies can empower themselves by engaging in social media marketing. We also look at how you can avert or more successfully address reputation management issues via social media marketing channels.

The Cluetrain Manifesto: Markets Are Conversations

In April 1999, several marketing masterminds released a precursor to the social media marketing of today in The Cluetrain Manifesto (Basic Books), a manuscript of 95 marketing theses. The message of The Cluetrain Manifesto is simple but very powerful: markets converse with one another and the Internet has facilitated this communication. Because the Internet has a profound impact on both consumers and organizations, with improved communication across Internet channels comes the responsibility for organizations to adapt to an evolving environment.

Tip

The 95 theses of The Cluetrain Manifesto are available for free online at www.cluetrain.com. Additionally, a print copy of the book is available at bookstores.

Given that social media marketing as a practice is still an emerging technology, The Cluetrain Manifesto ...