When I started this blog last January, my second post presumed to define the term, inbound marketing. Inbound marketing is my daily professional focus and fascination, but I’m still not absolutely certain what it is.
Why do we call participating on Facebook, Twitter, YouTube, FourSquare, or LinkedIn social media? Because it’s more friendly and personal than traditional marketing, right? Because it is essentially about inter-personal communications, and only secondarily about business. Because in social media, business is a guest in the personal lives of its connections.
Being guest, instead of host, means business must accept what is offered with gratitude, and respect the host and the environment. A beloved guest is one who enriches the host’s life, and does not diminish it.
Social media says that the medium is social. Webster’s says social means, “… involving allies … pleasant companionship … cooperative and interdependent relationships …”
Business can use social methods to make required connections. Competition is eclipsed by community.
Perhaps this begins to explain why explaining social media to the uninitiated is so challenging. It’s counter-intuitive.