
Traditional theories of marketing, advertising, PR, and branding were simple: professionals communicated messages to target audiences.
Now, people are talking back.
The first chapter of Groundswell eases professionals of any level into this–social media–type of thinking.
It’s about relationships. Men should not become the tools of their tools, as Thoreau noted long before the advent of social technology. Online communication is about using technology to enhance relationships, not end them.
Some examples of branding through social media are Mark Cuban and John Mayer.
Mark Cuban’s blog, Blog Maverick is the perfect example of talking and listening to consumers, Dallas Maverick basketball fans and fellow entrepenures. Cuban poses questions to the community and gains insights through posted responses and email.
John Mayer’s blog builds meaning around an already public figure. He writes posts from the road, addresses public issues (political and social), and sprinkles in transparent product endorsements (entire posts devoted to his new Blackberry).
Although modes of communication change, fundamental elements remain the same: it’s about people… and relationships.