I’m excited about heading to SxSW this weekend – and I know I am probably on a few people’s (namely my wife’s) hate list for doing so. This will be my first one – and already I feel that I am overwhelmed. I’ve been turning to Twitter, Facebook, Foursquare, and a bunch of places to get some advice on what to see, how to act, and how the rest of my colleagues can get something out of this event as well.
Some of the best advice just landed in my in-box a few minutes ago from AdAge which I thought was not only good for SxSW – but for businesses using social in general – “10 Ways to Not Be a Jerk at SXSW“. One of the recommendations:
“Don’t post every Foursquare/Gowalla/Hotpotato check-in/update to Facebook and/or Twitter. Normally, it’s marginally useful. But no one not at SXSW cares if you’re in Conference Room 9ABCD, Ballroom D or Exhibit Hall 1. Use the app to follow people and see where they’re at. Don’t give your family, friends, and co-workers another reason to digitally silence you. That “which Jonas Brother are you” quiz you just sent all of them on Facebook is reason enough.”
Great advice not only for the conference – but for those venturing out into the social world with their business or organization. It follows the principle “Forget “marketing to” — “interacting with” is the new black. We are moving from a ‘marketing to’ (or clubbing consumers over the head senselessly in 30-second intervals) approach, to a conversational, ‘interacting with’ approach. In the old days, you might win over consumers based on the strength of your marketing message. But, this is no longer the case. Traditional marketing isn’t going away—no advertising outlet has disappeared, from AM radio to TV. However, consumers are now wanting and expecting to participate in the conversation.
When I get into an – umhh..discussion… with my dad about Social Marketing – he is always starts out by asking “Why would I want to tweet about walking up the stairs? Who cares?”. My response is always the same – “You woudn’t, and No One”. Perhaps he should ask “Why would I want to engage in a conversation with someone?” Now that would be a good start.
