{"id":1416,"date":"2010-09-23T10:21:53","date_gmt":"2010-09-23T10:21:53","guid":{"rendered":"http:\/\/www.thesocialcmo.com\/blog\/?p=1416"},"modified":"2010-09-23T10:21:53","modified_gmt":"2010-09-23T10:21:53","slug":"%e2%80%9csocial-broadcasting%e2%80%9d-misses-the-point","status":"publish","type":"post","link":"https:\/\/www.thesocialcmo.com\/blog\/2010\/09\/%e2%80%9csocial-broadcasting%e2%80%9d-misses-the-point\/","title":{"rendered":"\u201cSocial Broadcasting\u201d misses the point."},"content":{"rendered":"

Although blogger Zennie Abraham shares some interesting ideas in his post \u201cSocial Networking is Really Social Broadcasting<\/a>\u201d, I just don\u2019t buy it. <\/p>\n

I do get his point that social networking has a big \u201cbroadcasting\u201d component to it, and I understand his reasoning of trying to place it in that basket so advertisers can see it as the same as other media buys, but in my opinion, that\u2019s just trying to fit a square peg in a round hole simply to make it sell better. It will sell when, and the key word is when, the marketing community wraps it arms around its true value\u2026 and not before.<\/p>\n

I don’t think \u201cbroadcasting\u201d is the right word because it only addresses the most basic aspects of connections and is primarily a numbers game of how many people you can push your message out to. <\/p>\n

Social networking, on the other hand, fully uses the powerful sharing aspect of social media (and the social graph) to rely on and build relationships between people. These relationships then provide you the ability to spread a message through your network and into the network of others due to the true value of the message — value that continues to increase simply by the fact that you have approved and recommended it by passing it along. <\/p>\n

Take, for example, Twitter. Most in the marketing community misunderstand Twitter \u2026when used wisely, it is not a broadcast tool or a standalone tool for marketing, it\u2019s an enhancement to your marketing strategy and an extremely valuable networking, experimenting and seeding tool<\/strong>. While it allows you to provide a broadcast-like tweet to all your followers, most will never see a single tweet and the real value is that it also allows you to interact directly with one person in plain sight of thousands<\/strong> of people and allows them to pass along to others in their network. Think about how much we learn about someone by watching their interactions with others, and you can understand how this feature of Twitter quickly creates (or destroys!) trust throughout your social network. <\/p>\n

Social networking is also different from broadcasting in that it isn\u2019t just a one-time send-out of information. Powerful social networking includes a back and forth exchange between you and your audience (network members), and their audience, giving you more than one chance to make an impression, clarify your message, and most importantly, build trust<\/em>. Let\u2019s not forget that it\u2019s trust that builds customer loyalty! <\/p>\n

Ted Rubin<\/p>\n","protected":false},"excerpt":{"rendered":"

Although blogger Zennie Abraham shares some interesting ideas in his post \u201cSocial Networking is Really Social Broadcasting\u201d, I just don\u2019t buy it. I do get his point that social networking has a big \u201cbroadcasting\u201d component to it, and I understand his reasoning of trying to place it in that basket so advertisers can see it … Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[137,7],"tags":[241,358,726,30,34,565,727],"class_list":["post-1416","post","type-post","status-publish","format-standard","hentry","category-all-posts","category-tedrubin","tag-relationship-marketing","tag-relationships","tag-social-broadcasting","tag-social-media","tag-social-networking","tag-social-reach","tag-zennie62"],"_links":{"self":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/1416","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/comments?post=1416"}],"version-history":[{"count":3,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/1416\/revisions"}],"predecessor-version":[{"id":1420,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/1416\/revisions\/1420"}],"wp:attachment":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/media?parent=1416"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/categories?post=1416"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/tags?post=1416"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}