How Do You Sell Social Media?

How do you sell social media?

That's a big question with which requires a big answer. However, it also requires some deeper questions and investigation.

Let’s begin by dissecting the question, as the knowing how to sell something assumes that you know what you are selling.

Not truly knowing what social media is, how it works (and doesn’t work) and the technology behind the whole machine is the precursor to missing the mark.

Understanding the whole picture means:

o The Platforms
o The Culture
o The Tools
o The Trends
o The Customs
o The Influencers
o The Leverage Points

This understanding is required if you are going to use this thing called “new media” successfully. There are many who say they know all about “new media” but when you see how they are moving in the marketplace they only have part of the picture. Having part of the picture will serve their immediate needs, for the time being, but when the market shifts – and it will shift again – they will be left behind and caught blindsided like most of the world was with the latest shift.

Note the 2008 Presidential Campaign.

Who would have thought that these new platforms could be the undergirding for the coordination of a nationwide mobilization around a common idea? You need look no further than this single example to see the real world power of the collective new media (see www.Barack20.com).

These “new media” are a situation that can be leveraged in ways that are unimaginable by most. And, to the dismay of many, the innovations are not coming from “normal” marketing, media and educational channels.

This open communication and vetting environment is not going anywhere, and in fact, it is evolving on a day-to-day basis. I believe that the obvious change of power is what is so disruptive to the marketplace.

The market moves and thinks collectively. The marketplace can and will collectively move against you if you move incorrectly; alternatively, it will marginalize you if you are found to be irrelevant.

It’s easier said than done: Be meaningful. Be relevant. Be valuable.