‘Sales’ versus ’social’ media

Here’s an interesting post from Silicon Valley Watcher, an observer of the digital technologies industry, that points out a distinction that marketers need to bear in mind as they try to leverage the range of possibilities offered by social media tools like Facebook, Twitter, et al:

You’re not using social media tools for social purposes — you’re using them for sales.

Brands and businesses are present in those channels to, first and foremost, sell.  Don’t be disingenuous and pretend otherwise, because users of social media have their antennae out — and they’ll call you on it in a second.

Consumers use social media for personal purposes.  Marketers need to use good judgment about where and when to employ those channels, or else — as the article points out wryly –  they’ll be like the Tupperware rep who tries their spiel at a Super Bowl party: everyone in the room will end up avoiding them.

There’s nothing whatsoever wrong with using these tools to communicate with your prospects, existing consumers, stakeholders, or any other audience.  But remember to be clear and aboveboard about intent, and selective about where, when and how you deliver your message.   You’re using your tools to demonstrate the superiority or advantage of your offering, and make sales — not create a social community for its own sake.