 By Melissa Walsh Social Media Marketing (SMM) Etiquette “Facebook is like a coffee shop. Everyone is there for his or her own reasons, but it is a great place to strike up a conversation.” — Shama Hyder Kabani in The Zen of Social Media Marketing The first rule of SMM etiquette is keeping in mind that people aren’t using SMM to shop; they’re there for conservation and to express their point of view. Your market prospects don’t want to be marketed to on SMM. They are marketing themselves as, not just who they are, but as who they want to be and how they want to be perceived. SMM forums, Kabani explains, are tidy niche markets in a virtual coffee shop. If you push sales and in-your-face advertising, they’ll feel awkward and leave the coffee shop. To interact with your prospects using SMM, you must identify closely with your followers, so closely that your brand becomes part of their identity. So while being mindful that overall trust in advertising is eroding and that your target market prospects enter into SMM for conversation, follow these SMM etiquette guidelines:
In other words, while traditional marketing pushes a product/service out to a market through display advertising and direct sales copy, SMM pulls a market into a message through relationship-building and spontaneous word-of-mouth market penetration. | |
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AuthorRaised in the Motor City, Melissa Walsh is a writer and editorial guru with a background in book publishing, journalism, teaching, and applied engineering. Her identity is shared as a writer, mom, history nerd, and hockey player. She also knows how to turn a wrench and use a scantool. 
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