Social Networks bring the potential for businesses and organisations alike to address the wider public in a setting which the 'customer' is comfortable in.
The explosion of Social networks over the last few years provides the potential for any group to find like minded people in a sociable setting, which can prove more conducive to the promotion of their given cause.
Unlike marketing in the traditional sense, where you are more likely to be interrupting an individual to pass on your message, within social networking you can participate in a dialogue with your audience, a two way communication, rather then just the single direction advertisement of traditional marketing.
When social networking and social marketing are practised well, the organisation stops being the marketeer, as the group itself takes over the mantel of your cause and perpetuates your message to their friends.
The true goal for utilising social networking as a marketing tool, is the two way conversation. Rather then 'standing shouting' your message, hoping a few will hear it and want to know more, as so much of traditional marketing can be seen as, you adopt for talking with people, not always about your cause, but general conversations, and building relationships.
In some ways social networking can be viewed as the online equivalent of the cocktail party. An event you attend to meet a wide range of people, converse and network.
You would not stand at a party shouting out your message, or if you do, you will find it a very unfulfilling evening. Rather you mingle, talk to different people, you don't head straight into a sale pitch, those who can communicate in an entertaining manner will do best, and always find a way to bring their area of interest into the conversation in a way that does not make others feel they are being talked at.
Originally Posted on http://cgw3.wordpress.com/2009/05/19/social-networking-marketing-socialising/
