Wednesday, February 18, 2009

Walkin' the Line

After defining the difference between Social Media Marketing & Using Social Media for Marketing and reading some recent blogs, in my mind we're finally starting to get somewhere with the whole marketing with social media idea. My friend Duncan at Firebelly Marketing shared his frustrations recently in his blog. He asks for some results based blog posts, and enough with the theory already with social media. It's time we all start trying to use social media for marketing and share results (good or bad). So, today a fellow Apartment Marketing enthusiast, Mike Brewer, wrote about a concept Ford is trying that markets their Fiesta using social media. Read what Mike has to say here: Tryvertising. Thanks Mike for sharing this story and of course your application to apartment marketing.

Now this Ford contest spurred a little debate on Twitter in my little apartment marketing world, and the argument was basically one for "how" Social Media should be used for "marketing." Arguments were made that Social Media should be used in its honest and true form for unbiased feedback and conversation, and feedback from consumers should not be "bought." Others felt that as long as the feedback was honest (even with a freebie) it's a good marketing play.

There are countless examples of companies using social media to market their products. Whether they are buying someone's opinion or not, brands are looking for exposure. How many people are sending Guy Kawasaki or Chris Brogan their products to blog about them? It's happening all the time. Guy is test driving a brand new Audi right now!!! Is this right, is it wrong? I think it's all open to interpretation.

As we move forward and experiment using social media for marketing we will walk the line in the eyes of the consumer. While some might view the Ford and Audi strategies as "against the rules," others will appreciate the projects and want to hear the stories. It's just like any other marketing or advertising, your efforts are not going to appeal to everyone. As long as it fits with your brand and the image you are trying to achieve I say go for it.

Thanks and enjoy your day!


photo courtesy of harry.1967 on
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