Who’s Who 2 You?
2009
One of the key P’s in the old 5Ps of Marketing was always People. At some point, we started talking about audience, largely when discussing broadcast and audience delivery. In sales, we like to talk about customers and clients, but lately with social media, the new buzzword is “community.” It used to be that community was reserved for my neighborhood, and social media is pumping that your online neighborhood is your new “community,” largely claiming that social media is, by definition, more intimate. Maybe. But, maybe not. (This is, by the way, social media heresy).
There are many people connected to me through social media resources who are clearly business associates and resources. Some of the resources are not yet intimates of mine. I know them by name or reputation only. I rely on them for information and respect their views. I’m not sure they’re part of my “community.’ Others online are friends, who are not business associates. And, yes, I have business contacts through social media as well.
As much as things change in marketing, fundamentals stay the same. I would argue that treating people as people, recognizing that people are the ones doing business with you, and that ultimately you are trying to connect with people is a fundamental business and marketing principle that should always be honored. Here’s the thing about people — they generally know when they are not being treated as individuals, being regarded as a nameless audience, or are lumped in with a wider community rather than being recognized for their unique specialness to you.
In the spirit of “Funny Girl” Barbra Streisand as Fanny Brice: “People, who need people are the luckiest people in the world.” They are , in fact, marketing people!
Takeway: When you’re next feeling socially modern and discussing “community,” stop and ask yourself which “people” are you, in fact, really talking about?
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