“You do not control the direction of your company, your customers do.”
Peter Shankman, Social Media Expert
Who is Peter Shankman? Shankman’s own Web site describes him as a CEO, an angel investor, an entrepreneur, and an adventurist. He is also a noted expert on social media marketing. While addressing 3000 gathered at BlogWorld L.A. recently, Shankman told the audience that “No one cares if you tell them how good you are. They care when others do your PR for you.”
Current marketing theory holds that consumers, armed with the Internet, now ignore most of the marketing information that is pushed at them, and instead seek out impartial information from friends and people they trust. This concept–known as “inbound marketing’–is gaining prominence because it is becoming easier for consumers to find out what their friends think about this product or that service. Social media platforms such as Facebook, Twitter, and various blogs are the venues where this exchange of information is happening.
The advertising industry is scrambling to adjust to this change in the fundamental way companies attempt to get their message out where potential customers might look. Rather than pushing a marketing message out via television or newspaper advertising, they are seeking to leave their message with “bloggers” and others who might share it with a trusted following.
If Peter Shankman is correct, we will all be blogging soon!