The first opportunities most business see in social media is: “Great! Another channel to advertise in!”
But even though you are fighting your competition for market share, competing for business, it’s important to remember that there are different rules of engagement for every channel. Social media is no different.
So I’d just like to pop this thought out there: Social media is a lot like Aikido. And Advertising is a lot like Karate.
Karate is a striking art that uses punches, kicks, knee and elbow strikes, and open-handed techniques such as karate chops!
Meaning: Advertising is aggressive. It is a full frontal attack. It interrupts. It forces your thoughts onto others. Is this the right tactic for a truly social space?
Aikido blends the motion of the attacker, and redirects the force of the attack rather than opposing it head-on. The aikido practitioner “leads” the attacker’s momentum using entering and turning movements.
Meaning: social media truly is a social space. Approaching it as such allows you to leverage the power of conversation. Of word of mouth. By engaging in conversation you are able to leverage your reputation, your customers, your advocates, and even, yes, the power of your competition, to help you build your business.
My point? Business is a battle. Finding the right tactics for social media takes a certain shift in thinking. As the mighty Yoda said, “You must unlearn what you have learned.” Only then will you be successful.
That’s all. Social media, martial arts and star wars analogy time over. I’m out of here.
PS Michiel, my business partner, in more practical post over here suggests the starting point is figuring out how you can add value to the conversation.