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Social Network Marketing Etiquette

The etiquette of social network marketing is very different from more traditional forms of the art. Like all marketing, it is about putting your offer in front of the right people. But how?Traditionally, marketing messages were direct and to the point. Customers identify marketing messages instantly, and commonly attempt to avoid them at all costs. In today’s world, where customers are constantly bombarded with advertising, people recognise old-school marketing tactics immediately and take action to avoid. People hate being ‘sold’.

Social network marketing represents a major re-think in marketing strategy. Instead of talking at customers and prospects, the social network marketer listens to, and talks with them. Business looking to market online have had little opportunity to communicate face-to-face with their target markets, but social network marketing offers the opportunity to do just that.

The savvy social media marketer engages customers and prospects via the Web 2.0 properties, such as Facebook, Twitter, Youtube and many others. Having identified the correct social media communities to be present in, the next step is to begin having conversations with the target market.

#1: Investigate the Market

Who are the most influential people in the social media network niche that you want to market to? Which companies are well respected in the market? Who has opinions that are widely respected? Who do customers really like, and who do they just talk about?

By identifying the people considered to be ‘experts’ in your industry, niche or market online, you acquire a good idea of who is making an impact on customer choices. Follow them, study what they do and say, learn from their interactions with the community. Your goal is to achieve a similar level of expert status in the community.

#2: Observe Customers

It is hard to have a conversation with someone when you do not know what they are talking about. Find out where your customers and prospects are participating in social media, and observe them. By listening to what they are saying, you can discover what their preferences, concerns and viewpoints are, which will inform your strategy in engaging with them.

Discover which blogs, forums and networks your customers are using. Bookmark and subscribe to those sites, read what is being said and pay attention to it. In this way you can glean an inside view on what your target market is feeling, reacting to and craving. Pay attention and you will discover what they want to see, hear and buy. Invaluable information when you come to make your offer.

Each social network, niche and market has a cadance. They may have unspoken ‘rules’ of interaction, for example whether they allow advertising, links in signatures, links in posts, etc. If you are not aware of these rules, or ignore them, your marketing will fail.

#3: Become a Member of the Herd

When you understand the hearts and minds of your customers (and not before), it is time to engage with them. Join the forums and networks where they congregate and set up your profiles. Create your blog. Comment on the blogs they read, follow the Tweeters they follow. Then begin to create relationships with your customers and prospects.

Search for members of the group or network that are your potential customers and make contact with them. Not with any kind of advertising message. Ask them questions, answer their questions, reply to their posts, comment on their blogs, share useful and interesting content and tips. In short, establish a value-led relationship. Become a friend, an expert and a trusted voice. The sales will follow naturally, without any need for hard sell.

The old adage that people buy from people they know, like and trust hold true in social network marketing, perhaps even more so than in any other form of marketing. People do not know, like and trust salesmen. Ignore this at your peril.