Social Media Marketing: Get it Straight!

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[ Social Media]
It’s an interesting thing when concepts get defined according to the intentions and goals of a few influential voices.

Take social media optimization and marketing (SMO/SMM) for example. What started as a set of tactics unique to their channels (blogs, images, audio, video) became a more closely defined set of tactics ala Rohit’s Rules for Social Media Optimization.

To me, social media is characterized by communities that allow users to do many or all of the following:

  • Create profiles/accounts
  • Grow a network of friends
  • Submit content or collaborate
  • Vote on content
  • Tag content
  • Comment on content

That’s the “social”. The “media” has to do with the platform as well as the content: blog, social network, wiki, news, bookmark, forum, discussion thread and text, image, audio, video for example.

In the search marketing space, it seems that social media marketing has been increasingly defined narrowly as what I’ve called “Digg Bait“. In other words, using social news sites such as Digg, Netscape, Reddit and services like StumbleUpon to generate traffic.

I suppose these channels are simply overshadowing the other types of media in the world of social media marketing because marketers have been successful using them. However, companies out there looking to understand what social media marketing is, would do well to consider the big picture and not focus on one channel.


Social Media Marketing: Get it Straight!
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About Lee Odden
Lee Odden is CEO of TopRank Online Marketing, a digital marketing and public relations firm in Minnesota that specializes in search, social and online PR consulting and training for companies worldwide. Odden has been cited for his internet marketing expertise over the past 10 years by the Economist, Forbes and U.S. News and contributed a chapter to the book, "Online Marketing Heroes" published by Wiley. For the past 5 years he has also been the editor of TopRank's Online Marketing Blog, a Technorati 100 favorite blog and one of the top marketing blogs according to Advertising Age. WebProNews Writer
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