OK, we get it. Social media, be nice to others, engage in dialog, all that. But how about some nuance. Is the Social Marketing model really for everyone? And why are/should some businesses or categories be included/excluded? That is what I miss in todays debates.
Commenting on the persuasion.ism blog on their excellent post Manners for the Modern Brand™, I find myself repeating some of the stuff I have been writing on the comments of a couple of blogs lately. That there is a difference between what Dan Ariely defines as the Social Norm, often called Web 2.0 Marketing and the Marketing Norm, which is similar to traditional one-way marketing.
As I write on the persusion.ism blog:
- The social norm seems very close to the bare scrapings you present here. While the Marketing Norm is very close to the “traditional” state of running a business.
Now Ariely claims that if a company is to enter the Social Norm this would put immense expectations and demands on EVERYTHING the company does, it’s not enough to just unleash a blog or behave nicely in some arenas.
Connecting this with what I perceive to be the main point of Seth Godins book Meatball Sundae, in which he states that the “new marketing” isn’t for everybody. It demands changes to everything the business is concerned with, not merely slapping on “some nice” in some of the interfaces between the business and the customer. It needs new business models and new employer cultures.
The most important part comes at the end, where I love the fact that we spend a lot of time and energy on exploring and understanding the social Norm, but we seem to ignore that the old model most likely still will apply to a lot of businesses, and that we need not only to understand the gravity of new marketing, but also who, how and why businesses should change or stay the same. From the same comment:
- So, as much as I love the contributions of excellent thought such as yours to this debate, I still feel that some more attention should be put on the businesses that are in situations where the Social Norm just don’t apply. Who are these businesses, what defines them, why are they or their business category different. Are they really stuck and why?