Social media seems to bring out statements like “let’s spread our brand virally” or “blogging will drive traffic to our web site”. I’ve talked with marketing people who see SMM as just another channel to promote their brand and are not treating it like a brand new communication channel that has its own set of rules. And they are missing the one and only thing they must know abour social media marketing:

Be genuine

1. Be genuine in your desire to talk to people.
   Social media is social. You need to start, join and participate in conversations. Marketing is about talking at people; social media is about talking with people. If you are unwilling to talk with your audience, good and bad, SMM is not for you.
2. Be genuine with your content.
   Blogs that pitch, pitch, pitch don’t get returning readers. While it is OK to occasionally pitch your company, readers quicky tire of advertising. Educate, amuse, inform or editorialize; this makes good content. Rohit Bhargava has an excellent presentation: The 25 Basic Styles of Blogging … And When To Use Each One
3. Be genuine in your reason for wanting to do social marketing.
   Why do you blog? To drive traffic to your web site or because you have something to say and share with people who will find it useful? Social media marketing is not about “campaigns”. It is not something that you can take or leave depending on market conditions. SMM is about a genuine desire to create and nurture genuine links between you and your audience. It take energy and commitment, and if you are not passionate about your audience, don’t try to fake it.
4. Be genuine in your interest in the social web.
   Read blogs, Digg stories, spruce up your Facebook profile, comment, get involved. The social web is a difficult place for dilettantes. Commit to understanding social media.

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