This week I'm giving another workshop presentation for ProfitNet, this time for the Crawley group.The subject is 'An introduction to social media for business', and although it's not the first I've given I find myself doing yet more last minute research to try to ensure what I say is as up to date as possible.
Things change so quickly, and I love uncovering other people's thinking on this as it's all so new and we're all very much learning.
I was excited to come across this from David Armano – an insightful diagram to explain the social engagement spectrum. The comments on the blog post are just as interesting – more than one person suggesting a circular rather than a linear representation may be better. But generally I think it's a great way of setting out the key changes that we're seeing in the media.
When leading a session about social media marketing, my starting point is always how changes in the media, driven by changes in technology, regulation and indeed attitudes, means that our thinking about marketing needs to change too.
Although Armano maintains that the 'old ways' of marketing still hold, in that TV and mass broadcasting are still necessary to build awareness, I think for small business in particular the important thing to realise is that they no longer have the supremacy they once had. Thirty years ago a small business had no hope of marketing itself to a national audience, because TV advertising was the only way to do it and it was too expensive for the little guys.
In the old days, 'creatives' were the agency people who created adverts. These days everyone can be a creative – someone who thinks creatively about the full spectrum of the media and comes up with ideas about how to work with it in new, innovative ways. The move away from dependence upon the old mass media channels has to be good news for small business marketers.