David Meerman Scott’s book The New Rules of Marketing and PR doesn’t disappoint so I was immediately drawn to World Wide Rave. ~ Creating Triggers That Get Millions of People to Spread Your Ideas and Share Your Stories.
This book has become a trusty reference guide and source of inspiration. Dog-eared pages & multiple sticky notes peek out to remind me of new projects and ways to really engage and build relationships with social media.
While I’m not going to give you all of the content, I will share some points that really stuck with me and I encourage you to add this to your learning library. Especially if you’re still mystified by social media. Trust me, you need to dive in NOW. To start, my personal tip is to be you and be authentic. With that being said, here are some things I love about what Meerman-Scott shares.
First, I love the use of the word “rave” in the title. Think about it…do you want people to “rant” or to “rave” about your business? While it’s true that people share negative stories regarding customer service and brand experience far more often than they share the good things – I think we all strive to be a business person that receives the “rave.”
Some of the key points Meerman-Scott shares:
- Nobody cares about your products except you (it’s true – they care about what you or your product will do for them).
- Offer something for nothing (not a new concept but a new approach – ditch the “opt-in” in some instances & be of service).
- Engage your audience – don’t talk at them – talk with them (incorporate video, conversations and feedback in what you do).
These points are crucial to your social media success. Often traditional marketers, both Internet and ad agency types, jump on the bandwagon of social media and damage their brands and reputation by using traditional or direct response techniques. This not only alienates people you should be building relationships with (potential clients, customers and colleagues), it’s a clear sign that you haven’t done your homework. Not a slick way to win new business or build relationships.