Out of a long and convoluted debate on Twitter came one important point which is easy to overlook when you’re dealing with social media and buzz marketing. It’s one that other people have alluded to, when they’ve written reminders that social media marketing isn’t the only tool in a digital marketing toolbox, but I haven’t seen it stated clearly…
Some people won’t want to be social.
There, I said it. As a Community Marketing Manager, and a fairly social person, it’s easy for me to think about ways to integrate community into everything I do, and provide research and solutions that show the power community marketing can have.
But a proportion of people just want a clean transaction.
So to prove you really can put community everywhere – in this case it’s about listening and facilitating those members of the community to be able to go straight to the action/transaction and bypass community if they want. And allowing everyone else that wants to engage, to be able to do it on their terms, and be encouraged to do it.
I’d wager those seeking a clean transaction will either be performing a chore – paying a bill for example, and that the clean transaction seekers will be a minority, because industries have been striving to that end for years, and it isn’t working…