In This Chapter
Marketing by providing tools
Marketing by providing content
Marketing by providing entertainment
Leveraging your network
Addressing harm to your reputation
Social media marketing is more than making friends and expanding your network. At some point, you need to get your message out.
I hint a few times in this minibook that the balance between marketing and not alienating the community can be tricky. Social network participants don't like it when one of their supposed friends suddenly starts hawking items for sale or charging for answers to questions.
The key to social media marketing success is to treat the social network how you would any other community. To that end, you need to
Provide compelling tools, content, and entertainment that entice others to spread the word.
Use your existing network to help kick-start your efforts.
Correct false rumors or statements about your company, without getting defensive.
And that's what I cover in this chapter.
Compare these two scenarios. Think about what kind of Web marketer you want to be — and which results you want.
You're walking down the street. Someone wearing a sandwich board steps in front of you and shoves a flyer in your face, advertising a new a cappella singing group that's just released a CD.
There you were, walking along and minding your own business, and now this stranger is trying to pressure you into ...