Thursday, January 03, 2008
You are the value you create
I received a nice email from a gentleman concerning my post on How to Launch a Successful Blogger Outreach Program in One Day. He wanted to know how he could reach out to bloggers, when there was little or no online chatter currently about his company.
My advice was to find ways to create value for others. This is something that companies for the most part simply do not grok at all about social media. Online, you create value for yourself, by first creating value for others.
For example, look at Patagonia's The Cleanest Line company blog. The company does very little direct promotion on the blog, but there is plenty of information and discussion about the environment, and environmental activism. The company even includes links to articles on these topics from other sources.
Patagonia is approaching its blog not as a selling channel, but as a value-creation channel for its customers. Which is a big reason why The Cleanest Line is one of the best company blogs out there.
If you want to succeed in social media and establish yourself as an authority in your industry, then look for ways to use social media to create value for others. If you can create that value, then others will come to you as a trusted source, and seek you out to learn more about your company and its products and services.
Social media fails when companies attempt to use it as a direct selling channel. It excels as a channel to create value for others.
Pic of Devil's Tower via Flickr user backpackphotography
Tags:The Viral Garden, Marketing, Social Media