When it comes to social media, it’s easy to underestimate the power the ‘social’ side of the equation can have.
As demonstrated by Obama’s presidential campaign, when people with the same social cause come together online with the right technology and leadership, extraordinary things happen. Larry Grisolano, senior communication strategist for the Obama Presidential Campaign, told marketers at MPlanet in January, 2009, that it took more than social network technology to drive Obama supporters.
According to Grisolano, one of the biggest reason the Obama campaign was so successful (online and off) was the common sense of ‘mission’ and the hunger for change that everyone shared. Ad Age magazine recognized the Obama campaign as “Marketer of the Year,” and the New York Times reported that the television advertising campaign by Obama for America, on an annualized basis, was more extensive than all but two commercial advertisers in the country.
“It wasn’t a partisan mood,” Grisolano said. “The entire country was looking for something transformational.” A 25-year political veteran, Gris0lano created, supervised, and directed a sophisticated public research program that provided the roadmap for Obama’s campaign.
The Obama campaign did things right. Instead of us9ing the Internet as a tool for persuasion, they used it to organize and empower like-minded individuals. Via online tools, campaign volunteers were able to work independently and create self-directed campaigns — a far cry from the highly-supervised menial tasks that aw2ited most volunteers for other candidates.
Instead of persuading people, marketers need to focus on talking with potential customers and learning the things that customers are looking for. Then, delivering relevant, unbiased facts. If there are limitations to your ability to meet a prospect’s needs, it’s often better to address shortcomings upfront using social media rather than misleading customers with questionable facts or intentional omissions.
“Tell people what you’re doing and how you do it, “ Grisolano said. “Be real. Be genuine. Take responsibility.” Marketers who attempt a full-court persuasive approach risk their credibility.
Social media is about interaction: It’s a two-way exchange, not a one-way message.
Publisher’s Note: This is the first in a series of posts inspired by MPlanet 2009. Mplanet was a two-day Orlando-based marketing conference organized by the American Marketing Association and its partners. The theme for 2009′s event was Navigating the New Marketsphere.
About Troy Janisch