Here are my observations on the role Social Media is playing at this time.
Traditional "push" marketing is losing its constituency. Consumers simply do not want to be sold.
They are reaching out to one another on SM platforms such as Facebook, Linkedin and Twitter.
They are seeking to engage with individuals with whom they have something in common.
If their connection with one another is compatible then an opportunity to establish a genuine bond exists. If the communication and chemistry is meaningful then a trust relationship can follow.
I believe that compatibiity, complementary interests, friendship and trust are key incentives for the widespread growth of SM in all its forms.
SM is premised upon our capacity and skill in managing relationships.
An essential skill in using SM effectively is our ability to engage others.
The engagement process is, in my experience, an act of leadership one-on-one. I have been in an industry for 30 years where the consumer need is 100% and the demand is zero.
This circumstance does not encourage "push" marketing. It does allow for relationship - i.e., engagement marketing.
The contemporary consumer's demand for traditional "push" marketing has been significantly reduced.
In my view this has been a key catalyst for the extraordinary growth in the use of Social Media platforms.
They allow us to make available our personal value propositions whether social or commercial through personal acts of leadership - for the greater good
I believe SM is here to stay and will flourish.
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