"Social media marketing" is justifiably hot. If your brand can participate, you have an opening to find more evangelists, build awareness, obtain cachet, and maybe even ride a trend to higher revenues, all at lower cost than traditional advertising. However, the unpredictability of social media marketing is daunting to many marketers.
Fortunately, the architects of social media are beginning to find a path. Jyri Engestrom, the founder of Jaiku, recommends five principles for building a social service. First you must define a "social object" that participants can share. That item may be a video clip, a new communication method, a hot deal, or a new job lead. Whatever it is, it must be presentable as a gift. View the whole 50-minute presentation to get tremendous insights into the dynamics of social media. (Site is Dutch, but video is English.)
Gapingvoid: Looks like i'm back drinking the stormhoek kool-aid again, 2008-Apr-11, by Hugh MacLeod
Between 2005-2007, Jason Korman and I tried out a lot of different experiments with social media. Some worked better than others. Some of the stuff we had high hopes for, utterly failed. Some of the stuff we had very small expectations for, caused major earthquakes in the wine marketing world, and sold many tens of thousands of wine cases. Like they say in the movie business, nobody knows anything. That being said, we did learn the hard way that there's a lot to be said for keeping things simple.
Gapingvoid: More thoughts on social objects, 2007-Oct-24, by Hugh MacLeod
The most important word on the internet is not "Search". The most important word on the internet is "Share". Sharing is the driver. Sharing is the DNA. We use Social Objects to share ourselves with other people. We're primates. we like to groom each other. It's in our nature.