How To Do Social Media by the book

From The New Rules of Marketing & PR by David Meerman Scott

Too many companies are depending on “business as usual” in that they are playing by the old rules like (a) communicating with journalists through press releases; (b) using jargon; and (c) PR & marketing run by separate departments. To harness the power of the Web, though, organizations must ignore those past traditions and learn the New Rules:

1. Marketing is more than just advertising.

2. PR is for more than just a mainstream media audience.

3. You are what you publish.

4. People want authenticity, not spin.

5. People want participation, not propoganda.

6. Instead of causing one-way interruption, marketing is about delivering content at just the precise moment your audience needs it.

7. Marketers must shift their thinking from mainstream marketing to the masses to a strategy of reaching vast numbers of underserved audiences via the Web.

8. PR is not about your boss seeing your company on TV. It’s about your buyers seeing your company on the Web.

9. Marketing is not about your agency winning awards. It’s about your organization winning business.

10. The Internet has made public relations public again, after years of almost exclusive focus on media.

11. Companies must drive people into the purchasing process with great content.

12. Blogs, online video, e-books, news releases, and other forms of online content let organizations communicate directly with buyers in a form they appreciate.

13. On the Web, the lines between marketing and PR have blurred.

One important conclusion: Great content in all forms helps buyers see that you and your organization “get it.” Content drives action.

FURTHER READING

WebInkNow – David Meerman Scott’s blog

Yes, Thomas, we do have to throw out the Old Rules

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ABC’s of PR

Community Managers: your guide along Social Media Revolutionary Road

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