I deal with many different people in my job. Most are professional marketing folks, those who’ve cut their teeth on glossy brochures, print ads, newsletters (print, web, and email), email-blasts, etc… And they all have great experiences that can be leveraged in social media.
However, there is a difference between new/social and old/static media, that most traditional marketeers have a problem with. It’s the fact that every project that they ever worked on had a beginning and an solid end. If one is to produce a newsletter or a brochure, one works their butt off until the “deadline,” and releases the piece.
Even the word “release” says volumes. To let go. To wash ones hands of.
Once an old media project is finished. It’s over. Done. Finished. There is no reason to do anymore work on the piece. Just sit back and try to measure the effectiveness of it. How many people read it? How many people went to the website? How many people purchased?
The most difficult lesson that I find myself teaching is the fact that new media not only needs to be produced, but it needs the proper care and feeding afterwards. You don’t “launch” social media projects and forget about them; you give birth to them. And just like kids, social media projects need proper care and feeding. For example, if you have a blog, you need to keep posting. If you are a member of a social network, you need to continue to participate.
Why? Because of a relationships that are formed through new/social media. I don’t have, nor never will have a relationship with a printed advertisement. However, if your company dares to interact with me through a blog, a podcast, or a social network, I’m compelled to respond. And in my response, I’m entering into a relationship with you. And relationships need effort. Something that the “traditionals” just don’t know how to deal with…