Social Media Strategy: Broadcast

After identifying two approaches when it comes to social media marketing, yesterday’s post discussed the first strategy of Response. The second strategy, discussed below is Broadcast.

Above the line is from marketer’s point of view. Below it, is from the consumer’s.

Before anything, the marketer must firstly produce content. Ideally this should be of something remarkable and with a high social currency value. This could be a video, Facebook application, podcast, blog or any even a press release.

In order for the content to be seen it is published on sites such as YouTube, Blogger or Facebook. In some case a microsite can be as effective. Ensure the barriers of viewing are low and that the content is easily spreadable. This can be done through a number of means such as allowing embed links for videos or giving consent for consumers to mashup your content.

Seeding your published material should not be done in an interruptive manner. Spamming is definitely not an option here and one step wrong here could ruin a whole campaign. It is vital that this is done in a way that adds value to a conversation, do not seed where you are not welcome or even encouraged to do so. And most importantly, be transparent, open and honest.

New media is not about pushing content onto consumers who don’t want it. Ideally you want them pulling it from you. The Internet has allowed this to become a easy and automated process with technology such as RSS, email newsletters and even YouTube subscriptions. After seeding the content, consumers should have the option to subscribe to a feed or service. This should be consented and with the ability to unsubscribe. You know those consumers who sign up to your feed will be among the most loyal and passionate.

Once the consumers are pulling your content, it will begin to spread. Buzz will be generated and depending on the medium you might even some get some consumers producing user generated content.

Blendtec used this approach in October 2006 and it continues to remain a success with over 114,000 subscribed users on YouTube. If I ever decided to get a blender, I know which brand I’d purchase.

If you’re interested, also take a look at Julian Cole’s Social Media Marketing Framework and Laurel Papworth’s definition of Social Media. Be sure to check out my other approach Response. Please feel free to offer any thoughts or critique.

  • Stan Lee
    Posted at October 16, 2008 11:57am, 16 October Reply

    Re: Armano influence.

    I’d hate to see you named and shamed by Julian.

    Or does that sort of thing only apply to agencies?

  • Stan Lee
    Posted at October 16, 2008 11:57am, 16 October Reply

    Tongue firmly in cheek at all times whilst commenting. Honest!

    Love your thinking. Stan

  • Julian Cole
    Posted at October 16, 2008 6:59pm, 16 October Reply

    I rang Zac up like last night and told him, that his post was one of the best post I have read for a long while. I also told him that there was a massive Armano influence.

    Stan there used to be this joke with Zac and I that you were like our father and we were your blogging children. I was always the bad child and you always had a go at me. While Zac would get all the praise.

    ‘Dad, I am pleased that you are paying out the golden child for once and allowing me to have a go at my brother.’

    In case anyone else was wondering Gerry McCusker (PR Disasters) is my cranky uncle who I cannot do anything right by.

  • Zac Martin
    Posted at October 16, 2008 7:21pm, 16 October Reply

    @ Stan

    No worries, hope I can still be your golden child. Was it you I remember recently quoting, “Talent imitates, genius steals”? =P

    @ Julian

    Hahaha thanks brother. At least we still have Grandpa Wags!

  • Stan Lee
    Posted at October 16, 2008 11:27pm, 16 October Reply

    Zac you need to go and sign up at

    A new site for aspiring ideas people and creative types. Should be packed with useful and inspirational info and ideas. Launches very soon. Started by my two favourite adland children.

    Jules you may or may not be aware but Gerry is not just a PR man. He’s a great copywriter too. Used to do a fair bit of freelance for me a few years back. Small world huh?

    Keep on making a noise boys. Best…Stan

  • Peter Wagstaff
    Posted at October 19, 2008 10:34pm, 19 October Reply

    “Grandpa” is watching, and he’s liking what he sees! 😉

  • Josh Strawczynski
    Posted at October 20, 2008 10:03am, 20 October Reply

    I guess that makes me the child nobody talks to because grandpa knocked up the maid in the 80’s?

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