Influencer Outreach, Shared Media, Social Promotion
Published By:
3.5K
Social Media Isn’t Social At All
Photo by Flickr

In one of the better lead-ins to a product pitch I’ve experienced in a while, Jacob Markiewicz asked me an interesting question on Twitter recently.

The ensuing conversation was great food for thought. My response was that social media wasn’t really supposed to. Flippant, yes, but the point was that social media – that which leverages online networks at least – is limited to people with faces in devices. Thus, by definition, they can’t be face-to-face.

That teed Jacob up nicely to show me how it could with a neat, Android-only (for now) video app called Movy, so I stepped right in his trap. But the discussion is certainly one for marketers to consider.

Using the Internet To Get People Off of the Internet

Face-to-face, or more specifically, offline, in-real-life interactions are infinitely more powerful than any we can have online. It is my position, then, that the truly successful online marketing efforts are those that move people offline to interact with the brand or its community.

Fiskars was one of the first true social media success stories, but it wasn’t really. It was a word-of-mouth case study. The scissor company built a private, online social network for its fans and customers. That community facilitated offline meetings and scrapbooking sessions and product recommendations in real life, as well as in the fake (er … Internet) one. (Sadly, they killed the program and site last year.)

Merriam-Webster defines the word “social” as “relating to or involving activities in which people spend time talking to each other or doing enjoyable things with each other.” Oreo’s Super Bowl and real-time marketing experience isn’t a social experience because people retweet and like its posts on social networks. It’s a social experience because people turn to a co-worker and say, “Hey! Did you see this?”

The Concept of Convergence

Working with Elasticity, my team at CafePress and I have circled around the concept of convergence. Andy Barnett is largely responsible for it. Convergence happens when your strong content is distributed through social channels and amplified by your public relations to produce strong search engine optimization for your brand and that content.

But the resulting organic SEO lift isn’t the only benefit. The true social benefit of convergence is when an audience member turns to someone else and says, “Hey! Did you see this?”

The Word of Mouth Marketing Association has long reported that this type of marketing is 62 times more powerful than a basic advertisement. It’s more powerful than online shared content, too. So if we truly wish to optimize our content, we’ll create with the intent to produce an offline effect.

A perfectly-written viral post on social media isn’t genuinely social until it provokes authentic human interaction in real life – be it convergence, a purchase or your co-worker tapping you on the shoulder to ask, “Hey! Did you see this?”

That’s what makes your marketing truly social.

Sponsored Resources

Want more resources

View all Resources




Trending

Contributors

Our publication contributors combine decades of experience with unique insights into the content promotion and distribution industry.
Chad Pollitt Partner, VP of Audience Native Advertising Institute
Jay Baer Marketing Strategist, Speaker and Author
Gini Dietrich CEO Arment Dietrich
Jason Falls Social Media & Public Relations Thought Leader
Joe Beccalori CEO Interact Marketing
Douglas Karr Founder & CEO MarTech.zone & DK New Media
Brianne Carlon Rush Content Director Kuno Creative
Janine Popick Co-founder & CMO Dasheroo
Arnie Kuenn CEO Vertical Measures
Pam Didner Global Content Marketing Strategist & Author
Chirag Ahuja Head of Marketing WorkflowMax
Jayson DeMers Founder & CEO AudienceBloom
Erik Deckers Professional Writer Pro Blog Service
Bernie Borges CEO Find and Convert
Jessica Stephenson VP Marketing ExactHire
Michael Ferrari Marketing Consultant Pen Cap Online Marketing
Larry Alton Freelance Writer and Editor
David Tile Founder & Director Nimble Media
Kelsey Libert Marketing VP & Partner Frac.tl
Dan Steiner Co-Founder & CEO Elite Legal Marketing
Joydeep Bhattacharya Relevance Contributor SEOsandwitch.com
Jonah Bliss Founder CMO ContentIntent
Andrea Lehr Promotions Supervisor Fractl
Fernando Labastida Co-Founder Content Propulsion
Dan Moyle Creative Dir. Marketing AmeriFirst
Dennis Yu Chief Technology Officer BlitzMetrics
Arnaud Roy VP Marketing Augure
John Rugh Copywriter/Content Marketing Specialist
Justin Spicer Content Researcher, Producer & Editor
Michael Becker Marketing Support Spec. Teradata
Anna Johansson Freelance Writer
Amanda DiSilvestro Content Editor and Writer HigherVisibility
Sujay Maheshwari Founder & CEO Netcurate.com
Kelly Coulter Online Marketing Strategist
Taylor Radey Senior Consultant PR 20/20
Rodger Johnson Public Relations Leader & Consultant
Simon Penson Founder & Managing Dir. Zazzle Media
Danielle Wolter Nolan Co-Owner
Fernando Cuscuela Founder & CEO Everypost
Kelly Smith Content Manager CourseFinder
John McTigue EVP Kuno Creative
Yogita Arora Content Strategist Zoomph
Jordan Teicher Associate Editor Contently
Jonathan Crowl Digital Marketing Writer & Editor
Brian Honigman Marketing Consultant, Writer & Professional Speaker Skyword
Katherine Halek Content Strategist Signazon.com
Amanda Drinker Dooley Community Product Marketing Manager Netline
Anton Rius Digital Marketing Consultant More Than Metrics
Matthew Zajechowski Outreach Manager Digital Third Coast
Kevin Bailey Co-founder DigitalRelevance
Peter Chen Digital Marketing Consultant DigitalRelevance
Luana Spinetti Multi-Specialized Freelancer
Kyle Harper Writer Skyword
Elad Natanson Founder appnext
Maël Roth Content & Inbound Marketer Park7
Quin Woodward Pu Marketing Director Audienti
Greg Shuey Co-Founder Stryde
Jean Bansemer CEO My Web Writers
Owen Andrew Journalist
Luke Kintigh Global Content & Media Strategist Intel

In case you missed

Read more of the latest news and insights from thought leaders in content promotion and distribution.

Subscribe


Get the latest content promotion news and insights everyday.

Champion Sponsor

Relevance is proud to present our Champion Sponsor that helps make our site possible.

Cision Logo

© 2017 Relevance | Content Promotion News & Insights

Connect with RELEVANCE

Thank you for subscribing Your subscription has been confirmed.