You have to be interesting first
Following on from the myth of influencers post, perhaps the biggest myth of social media is what you can call the false causality belief. Probably oversimplification and/or misinterpretation of the Cluetrain Manifesto that brought us the idea of marketing as conversation, I hear/read too many people saying something along the lines of ‘brands should use social media platforms to drive conversations around their products or services’. No wonder ‘conversation agencies’ are springing up like mushrooms after the rain.
If only it was that simple….
On average I receive 3 PR requests a day sent to my inbox and the truth is that even beyond the sheer stupidity of most PR people when it comes to social media, 99% of the stuff they send me is simply not interesting.
There is a little secret that someone forgot to tell: You have to be interesting first if you want people to pay attention and talk about you.
I recently told Jonathan that if there is anything simple in social media marketing it’s this triple-set rule that, at it’s core lies the idea that social media can only amplify how/what people think about you:
If you’re great – people will talk about you
If you’re shite – people will talk about you even more
If you’re insignificant/irrelevant – people will ignore you
So, for me Jopkins third point is the very first one: Keep focused on innovation and making your products/services better, in all respects (eg customer service).