The new wave of social media marketing appears to be little more than the latest source of cyberspace junk styled as persuasive marketing. Not surprisingly, the difference between a passing glance and an interested party comes down to some very basic qualitative characteristics about the site:
Authentic–listen and interact with genuine interest in the audience/message
Responsive–Actively listen to/hear what customers are saying 24/7
Compelling–Content based on core values and overall mission/vision
When the focus shifts from communication to a conversation, people are far more likely to form an emotional connection with like minded communities. Those who believe in liberty and justice for all can choose communities and organizations that share those beliefs and consume accordingly. With so many things competing for our time and attention these days, I want to spend more time/money on things/people/efforts that are consistent with my core values.