If you think about the title of this post, I hope you’ll get the message that even though it’s the SM platforms, i.e. Twitter, Facebook, Friendfeed, etc. that get the “Buzz,” it’s HOW YOU USE THEM that is their true significance.
Because Brian and Dierdre devote a lot of ink to individual tools in this section of PPBPR, readers should note that some of the content will be outdated by the time they read it — the Web is so dynamic, and the Social Web is even more so.
But that is the Key Point of this section:
“Remember that these are merely tools to communicate with others; they’re not representative of the strategies and methodologies for observing and communicating with people.” — p. 153 PPBPR
Four chapters in Part 3: “Participating in Social Media”
Ch 11 – Technology Does Not Override the Social Sciences
Ch 12 – Social Networks: The Online Hub for Your Brand
Ch 13 – Micromedia
Ch 14 – New “Marketing” Roles
These markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny and often shocking.
Whether explaining or complaining, joking or serious, the human voice is unmistakably genuine. It can’t be faked.
Most corporations, on the other hand, only know how to talk in the soothing, humorless monotone of the mission statement, marketing brochure, and your call-is-important-to-us busy signal.
Same old tone. Same old lies.
NOW FOR SOME QUESTIONS: (especially for those of you who may want to consider discussing this chapter next Tuesday, September 15, at the 8 pm EDT/5 pm PDT meet-up of #smbookclub)
I hope to hear your thoughts in comments below and/or next Tuesday during our book discussion.
Next Post: Description of Community Manager role as organization’s guide along Social Media Revolutionary Road