Why social media is different?
In the recent free book by Todd Defren (@TDefren) of Shift Communications there is a central theme about why people contribute to social media. It's their passion.
This is a game changer for marketers.
The book opens with the premise that 'marketing is participation'. I am reading this at 3:30 in the morning - so I may have missed the bit that explained why this is true. Here's my take. Since the sales department has the job of selling, marketing must be responsible for something else. What does participation give marketers that other activities do not? The answer: Insight.
Several examples in the book demonstrate the aha moment that only comes from observing and talking with people passionate about what they do. By no means do marketers and companies have a lock on all the good ideas out there. In fact, they probably have far fewer of them since innovation and new products come from people simply trying to do a simple job. (Like scanning our kids pictures for posting.)
Since marketing is responsible for aligning solutions with needs to everyone's satisfaction going to where the passion is just makes good sense.