The Three Bears of Social Media Marketing: Part 1 (Mama Bear)

By Sonia Simone

The Ad Contrarian Bob Hoffman, who can always be counted on to spice things up, wrote a thought-provoking post for Copyblogger last week about the lack of real interactivity for the huge majority of Web users.

Bob has long held that the idealistic social media model of a rich, layered conversation replacing traditional advertising doesn't scale, and makes no sense for products like frozen chicken, floor wax, etc. Actually, I believe the expression "complete bullshit" may have come into play. (keep reading »)

Comments

[James Hipkin]

Conversation may be a spectator sport for most but even those who are watching are probably best customers / heavy users of the category or they wouldn't bother. Heavy users have the power to move your business. A small shift in loyalty can have a significant impact, either positive or negative. Just attempting a conversation, of demonstrating you are interested in their opinion and responsive to opinions when given, has a significant impact on behavior. So I believe that keeping conversation available in the tactical arsenal is important. It doesn't replace current tactics but, when it's feasible, include it in the mix.

[Evan]

Thanks Sonia.

An excellent analysis.

I've stumbled it - just in case you believe in socail media.

It sounds like Baby Bear will be the one for me. Looking forward to it.

[Janice C Cartier]

Ooh, Goldilocks here. Cannot wait for Papa and Baby Bears because we are looking for just right. What a great analogy.

It's the blend and the balance. Not one or the other , IMHO.

[Sonia Simone]

Evan, my guess is you won't like Papa Bear at all. :)

I think that's very smart, James. There's more room than people think to use these tools in a fairly traditional context.

[Michael Martine]

Love the bear thing. I took the red pill a long time ago, and the cluetrain continues to roll on, unstoppable.

I really like what you're saying about those who do not actively participate in the conversation. It's absolutely true. Most people will never comment on a blog. Compared to the general population, very few people engage in social media. It is still pretty much a thing for the tech elite. And there's nothing wrong with that, because if you're selling something, those people have money.

[Heidi Strom Moon]

Another company for which social/conversational marketing is a good fit is Zappo's. They have several blogs on their site and so many of their employees Twitter -- perhaps none more so than the CEO -- that they have an entire page for those users (http://twitter.zappos.com/).

But again, like Southwest, this was a company that already had a reputation for customer service and communication, so using new forms for that communication to customers is just an extension of corporate identity.

Looking forward to the Papa Bear model because that also has importance, particularly for companies' reputation management.