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By Michael Neubarth
Although pundits vary in their prescriptions for how to succeed in social media marketing and selling, there is a general consensus about how companies should not engage in social media. Because overt marketing and selling are considered no-no's in social media circles, you should not market and sell overtly in places where it is unwelcome, and you should not use subterfuge and deception.
Some marketers have chosen to act deceptively, entering social media communities to sell while pretending they were not there to sell. This ploy can backfire and ruin a reputation, says Heather Leigh Kilcrease, engagement director at Global Fast: "The fastest way to get blacklisted is to appear charming and helpful and then turn into a power closer. Self-serving marketing does not and will not work on the social media platform."
Similarly, says Brian Flagg in his Retail IT blog on CIOZone, "People on social networking sites are generally there for social networking and very suspicious of any company in either an open or stealth way, trying to influence the network. There have been numerous examples of stealth company initiatives to appear as general social networking site users. Once caught and exposed, the brand takes a hit."
The issue of how to market to people who are not receptive to marketing on the Internet is a thorny one. Christopher Locke in "Gonzo Marketing" talks about the conflict between his need to make a living as a marketing consultant and the fact that, he says, people want businesses to leave them alone. "Fortunately for me, I'm schizophrenic — a definite plus when attempting to hold such views and make a living in the business world," he says.
No Selling Is Good Selling
Pundit John Dvorak has taken the extreme position that no selling whatsoever should be performed in social media communities. In a column entitled "Social Networking: No Sale!" Dvorak argues that "These networks are for schmoozing, not selling."
Says Dvorak, "For some reason, people always want to associate social networking with the ability to sell something when we should take all social networking at its face value." Further, he asks," Can you imagine that in your day-to-day social life, every time someone says 'hi' to you, you hand them a brochure or try to sell them something?"
Despite Dvorak's belief that all social media selling should cease, the reality is that selling and marketing are occurring on Twitter, Facebook, and other social media venues, and that marketing and selling are legal and acceptable within the terms of those services. The reality also is that a multitude of companies have established pages on these services. The Inside Facebook site, which describes its mission as "Tracking Facebook and the Facebook Platform for developers and marketers," offers what it says is a complete list of the 21,655 companies on Facebook.
On the opposite end of the spectrum from Dvorak are counselors like Lorrie Thomas, self-professed Web marketing therapist, who on Web Marketing Today advises that "small business owners need to be where their target markets are, and these days, the masses are on Facebook, Ning, Twitter, Linkedin, Photobucket, YouTube and more because it has entertainment value."
Go get 'em, tiger, is essentially Thomas's message. "When small businesses empower their target consumers, they feel powerful," she says. "When your target market feels powerful, it trusts you, buys from you, and stays with you."
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