To my colleagues, clients and friends who ask if I still feel as optimistic about social media as I did two years ago: my answer is NO.

I have to answer "no" because I now feel more optimistic than two years ago. Or, perhaps my optimism has evolved into confidence.

Because social media is just a set of tools (or technologies).

My optimism stems from the trends that drive them--and the people (not computers) powering them.

And those trends--which, while not as fleeting as fads, still have an expiration date--are quickly moving into permanent shifts...which are, um, permanent.

Just like the real ROI--the skills, smarts, voice and relationships--that I've gained are permanent, too.

Well, permanent for as long as I continue to treat those relationships with respect, and continue to inspire their trust.

It's just like with off-line relationships.

(Funny how that works, I know.)

Am I scared that customers can now speak up?

Nah, I encourage them to speak out. Even if they say bad things.

Being that they have a voice it would be silly not to use it. And, being that so long as I'm treating customers with respect and inspiring their trust, then I've nothing to fear. And everything to learn.

Yup, my answer is NO. But please do keep asking, it signals that you're curious, confused or just plain skeptical. And that means it has your attention--and I know how valuable that is, because attention is so scarce. (As marketer, I fight for attention every single day).

And hey, I know this stuff is still very new and has far more credibility to earn.

But won't you answer me this: when humans have found new ways to connect with one another...identified new ways in which to express themselves...and been given greater levels of freedom and power, when have they ever given those options back?

It seems to me they never have. (Well, at least not willingly.)

Comments

[Mack Collier]

It's not about the tools, it's about the conversations and connections that the tools can help facilitate.

If there was a big marketing takeaway for me from Blogger Social, that was it.

[Shama Hyder]

Hi CK,

What you mentioned about relationship marketing is absolutely key. So many people forget the "people" aspect of social media.

-Shama

[Vicki Flaugher]

Relationships are still king...or, as my female entrepreneur blog readers might prefer...queen.:-) As to social media, I must confess I am all a-Twitter. Not sure yet how to incorporate it into my efforts, but it's cool.

I find that the paradym shift that has occurred over the last few years, i.e. pull instead of push, two-way conversation with your clients, fully informed decision buying, etc. has been a real blessing. Especially comfortable for women entrepreneurs, this style of marketing allows people to be approached as individuals instead of stats. It's so much more fun and it just feels better to me--no more heavy handed, yucky, trickster style promotion needed--it simply doesn't pay anymore and in fact, it will often actually set you back. Great stuff!

Together, we are stronger.
Vicki Flaugher, the original SmartWoman

[Kenny]

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[szitakalman]

many people forget the "people" aspect of social media.

[szitakalman]

many people forget the "people" aspect of social media.