In general, I agree with you (and Beth) (and everyone else) that social media IN MOST CASES is most effective as a connection/relationship building channel. And, as you rightly point out, it's a fine line when you market yourself.

I think one possible delineation point could be B2B vs. B2C. I'm much more receptive to Dunkin Donuts or Starbucks blatantly promoting themselves (sans conversation) versus XYZ Sales Coach or ABC Law Firm. I don't want to converse with my donuts and coffee, I want to eat and drink them.

I dunno…I'm just spitballing here. Thought it would be fun to argue against “conventional” wisdom.

In general, I agree with you (and Beth) (and everyone else) that social media IN MOST CASES is most effective as a connection/relationship building channel. And, as you rightly point out, it's a fine line when you market yourself.

I think one possible delineation point could be B2B vs. B2C. I'm much more receptive to Dunkin Donuts or Starbucks blatantly promoting themselves (sans conversation) versus XYZ Sales Coach or ABC Law Firm. I don't want to converse with my donuts and coffee, I want to eat and drink them.

I dunno…I'm just spitballing here. Thought it would be fun to argue against “conventional” wisdom.

In general, I agree with you (and Beth) (and everyone else) that social media IN MOST CASES is most effective as a connection/relationship building channel. And, as you rightly point out, it's a fine line when you market yourself.

I think one possible delineation point could be B2B vs. B2C. I'm much more receptive to Dunkin Donuts or Starbucks blatantly promoting themselves (sans conversation) versus XYZ Sales Coach or ABC Law Firm. I don't want to converse with my donuts and coffee, I want to eat and drink them.

I dunno…I'm just spitballing here. Thought it would be fun to argue against “conventional” wisdom.

I think in most cases, Company A will be more successful. I wrote this post mostly because of what I see as increasing group think on subjects like “social media best practices.” I know…me, the devil's advocate? Who knew?! ;)

As much as I prefer the more personal, sophisticated approach to social media, I'm trying to challenge myself, here. It's only a matter of time before Billy Mays is Tweeting about the Foreman Grill, OxiClean or the Really Tight Jar Lid Unsticker Thingie.

Annoying? Yes. Effective? Apparently. At least on TV. It's already working on YouTube (a social platform), and I'm sure someone will find a way to make money using Shout About Yourself in other social arenas.

Okay, not to be nitpicky, but well, I will be because that's just me…and besides I love a good debate. If we look at the definition of social media it's “tools for sharing and discussing information among human beings.” They are tools used to communicate and those communications are not always dialectics. And yes, those tools can be used to market (indirectly), which I did say. I never said that social media couldn't be used for marketing. So, I think we agree, yes? Drat, I guess we really aren't debating here after all.

But I would agree with you that I am being somewhat staunch in applying the principals of both social media, marketing and communications. Given we are in the adolescence of social media it will be interesting to see what happens to the term. And in following my own thoughts on social media rules, it really is up to the community to determine if they like how a company is using social media to either share and discuss information or just plain push marketing messages. As well, your example is a great way to demonstrate the potential validity of SMM. But I'll choose to be Company A (except, I'll pass on the contest!) over Company B any day. (BTW, I seriously doubt that company B will generate that much traffic each week. I'd venture a guess that that's why they are looking into social media in the first place, because the traditional marketing tactics were no longer working…and eventually their SMM will stop as well. But that's just my two sense.)