I don't care if you promote me, I care that you promote the right message.

I recently spoke with a very nice, very under-the-gun reporter. Let's call him Guy (because he's a Guy).  Guy needed to know about how these 2.0 tools can make businesses money.

A fine question indeed.

But Guy--like most guys and gals--was brand spankin' new to social media. New as in I needed to explain what these tools do and that it's best he nestle all these tools and technologies under the term "social media."

I was happy to help Guy and even prepared a nifty list of examples for him, making sure to segment it into BtoC and BtoB uses of the tools. Examples, after all, are very helpful in making the ethereal more tangible and it's important to explain that social media is not just for consumer audiences and teens (an all-too-common misconception). In fact I penned a piece on the startling opportunities for BtoB right here.

But Guy was trying to get just enough information to get the article set--yet the questions he had weren't easy "yes" or "no" answers and required some setup, a working framework if you will. So I finally said, "Guy, you are asking me to meet you on the 12th floor and in order to get there, I first need to walk you through the lobby. This is a very complex and compelling landscape and if I don't explain the basics--and tie Web 2.0 back to marketing 101--we'll confuse your audience."

If there's one thing that easy to do folks, it's to start in the middle, not at the beginning. And starting in the middle is dangerous as it confuses and irritates our audiences. Instead of opening up, they'll tune out. I know that I have to be ever mindful of where I start my conversations with newbies and the metaphors I use.

He then raced to get my corporate information and that's when I said, "Guy, I don't care if you promote me in the article, I care that you promote the right message. Otherwise I'm not doing right by my markets." (And I just can't be doing that.)

Yes, he found this odd. I am a marketer after all, and we're in the business of promotion. But that's not what mattered to me--because I'm first and foremost in the business of providing value, and serving my audiences.

I explained that, being he is so very new to the social media scene, I'd be happy to be a resource for him and will connect him and his colleagues with a wealth of professionals (not just me) that can discuss the topic from myriad angles--be it advertising, research, PR, user experience and so on.

You see, by focusing on his needs and those of his readers--not my need for promotion--is how I best provide value to him and his readers. Consequently, it's also the best way to form a long-term relationship with him. Kind of like...just exactly like...companies can do with their customers through the use of social media. So long as they listen to what they have to say and what they need--not only what they need from them.

The rewards? Plenty. A rich information exchange, a world of new opportunities, newfound relationships--and, yes, revenues ;-).

I hope Guy got it.

It's an important message.

Comments

[Valeria Maltoni]

When Lori di Magno asked me to explain social media to her husband Tom at the Blogger Social dinner, I started from the bazaar and markets of old. Since social media is a descriptor for a dynamic, one cannot start with the tools, can she? You used a very good analogy here, CK.

[Alan]

CK: Your decision was a wise one.

Social Media is so in danger of becoming the trend-du-jour and people try and synthesize it down to quick bites like "blog!" "Twitter!" and whatnot, but it's not that easy.
There's also the Kool-Aid drinkers who'd have you think that pretty soon no one will watch TV or go to a movie because we're all too busy twittering.

It IS surprising that Guy didn't do his homework- it's not too hard to figure all this stuff out, or the basics anyway ("the lobby" as you put it) So he was lucky that you took the time to explain it all to him.

(And yes, I know. I'll always be "Toad" to you ;)

[Elana Centor]

So will you be sharing when GUY's Story is published? Very curious to read it. Also may I just say that my goal for the day is to weave this statement in my conversations

"Guy, you are asking me to meet you on the 12th floor and in order to get there, I first need to walk you through the lobby. "

Thanks,
elana

[Harry Hoover]

This is such a basic concept of human interaction that I wonder why we have to continually write about it. Are people being raised by wolves?

[Jan]

CK,
I would also like to see the story when it's published. I'm just learning this social media thing and am pretty sure it would be a good thing to do here at work. However, I'm not the final word on it. A clear article that starts at the beginning might be just what I need to turn the tide with the owners.
Thanks!
Jan
PS I found this in Get To The Po!nt from MarketingProfs. I'll be subscribing!

[Andrew B. Clark]

Hi CK - Great feature in the “Get to the Point” email!

I couldn’t agree more with your theory on “Giving to Receive.” I’ve always been a big proponent of reciprocal business. And every time I refer a client to another vendor, or a sales rep to a client that I can’t help; it often turns around and doubles the blessing next time I talk to them (client or vendor).

All we need is a little teamwork and this (or any other) business wont seem to be so trying...

Keep Cooking!
Andrew

[Dave Janardhanan]

Marketers are expected to be self-promoting and shamelessly seeking fame.

When I offered to help with a fundraiser (for a toddler diagnosed with brain cancer) for nothing in return-- not even my name on the marketing material-- the suspicions were so thick, you could cut it with a ...

Anyway, good that you did this. And better that you reminded us of the best way to do business.. and remain in business.

Thanks,
Dj.

[Greg Cook]

Yes, people ARE being raised by wolves. I have been amazed at the constant need to explain to government officials or corporate managers why I want to go out of my way (and sometimes take them with me) to meet the needs of a reporter!

Build your relationships, don't ask for payback and you'll get fair treatment.