Everybody is talking about it, but what does it mean?

One of the hottest topics in marketing is the emerging area of on-line social media. While the biggest name today is probably Facebook, in reality social media extends far beyond. A glance at Wikipedia gives you the definition of social media as “an umbrella term defining various actives that integrate technology, social interaction and the construction of words, pictures, videos and audio”. Social media differs significantly from traditional media, as the primary purpose is to create interaction between people using technology as a conduit.

For centuries the development of communication technology has made possible the transmission of ideas and stories. The printing press created a new level of access to information for the masses. The development of radio and then television brought new dimension to the amount and type of content that could be spread. However, an important feature of these traditional media types is the gatekeeper publisher or owner who controls content, creation and distribution.

The New Wild West

The introduction of the Internet produced a new level of self-publishing. Through electronic distribution new ideas and stories could be set free in the world side- stepping traditional gatekeepers. Out of this new Wild West of media, social media is now emerging as a means to step beyond the one-sided publishing of thoughts into a true dialogue. Social media refers to a collective group of web properties that are driven by users. Examples are MySpace, Facebook, YouTube, Match.com. Other types you may be familiar with are blogs and discussion boards.

A Jumping Off Place

With so many new conversations taking place now on-line, most marketers are wondering how they can jump into this new arena and begin to have their voice heard. While it may be tempting to believe that grabbing onto the coattails of this technology may bring overnight success, in reality social media requires a new set of skills and understanding which will take time to develop.

1. The first step is to listen and learn. Sign up and begin using key social media platforms such as Facebook, Digg, LinkedIn and YouTube.
2. Find out where your target audience is living on-line and become part of the community.
3. Respect the rules of the community. Before you begin blasting your message across the platform, learn the rules of the game. 
4. View social media as an opportunity for spreading your message through viral means. As one friend recommends your organization to another, the momentum can spread.
   

Make It Authentic

One of the key attributes of social media use today is authenticity. While the desire to spread your message is understandable, social media should not be considered as another form of traditional advertising. Instead it is basically a large-scale word of mouth network. Approach your marketing efforts with authenticity, build trust and begin to spread your message carefully with appropriate consideration for your target audience.

by Julie Martinez

After nearly a decade of roaming the world, Julie has returned to her native Kentucky. Julie is Executive Director of Circle of Hope International, which gives her an insider's understanding into the needs of socially active organizations.