The tanking economy and evaporating marketing budgets have been a boon to social media. You’d be hard pressed to find even an old school marketer who hasn’t begun experimenting with the social web.
Despite the wholesale move to join the online word of mouth cacophony, many marketers are still approaching social media from a flawed mindset. Thinking in terms of exposure, and reach they seek out big names like getting featured on Tech Crunch, End Gadget or being reviewed by high profile bloggers like Pim Techamuanvivit and Susie Lau.
While I’d be ecstatic to have my product receive a glowing mention from a rock star in my specific niche, it’s not something I strive for with a single minded focus, and neither should you. A-list bloggers are showered with gifts, and products from marketers hoping for a review. Odds are you won’t be one of them. The fact is, I’d rather reach 500 low and medium level influencers in my niche than 0 stars.
The reality of plugging into word of mouth in the physical world, and on the web is recognizing it’s not the number of connections that matter, but how enthusiastic a person is toward a product or service. People who have a genuine interest possess the greatest influence, fortunately social media makes it easy to find them.
Photo credit inju