Wednesday, August 29, 2012

Social Marketing: Make music to an audience’s ears, says Mahei Foliaki (@Iconic88)

What are the most important skills for graduating college students if they want to have a future in social marketing?

Mahei Foliaki
(a k a @Iconic88)
I’m asking three questions of some leaders in the field of social media marketing and this is what I learned. This is the sixth in the series (see the links below for earlier posts in the series).

Today: Mahei Foliaki, co-founder at Iconic88 Media, and known as @Iconic88, "Unofficial Chief Happiness Officer of Twitter" and co-founder with Bridget Davis of The Internet Chef:

Making music to an audience’s ears leads to social marketing success, says Mahei Foliaki.

Social marketing is an increasingly important part of the marketing mix and is "like a piano," he says. "We have access to the same keys on a piano in the USA as people do in New Zealand."

"The point of difference across the world is how the notes are played in combination as chords to make a song.

"Those that play the best music for their audience win," Foliaki says. "Knowing what, how, why and when to play is the competitive edge," he says.

"If one is successful here, marketing investment becomes more efficient … because 'word of mouth' between friends, family and trusted sources is the most powerful of advertising we know."

To get to the point of providing what an audience wants the successful social marketer must also be a good listener, Foliaki says.

"If you listen to people, you'll immediately know how to make a positive difference in your communications," he says.

Social marketers should always "bring value to your communications channels so that the person you’re communicating with leaves happier than when they arrived."

Being well read is also a key trait. "The more one reads, the more they can contribute to conversations," Foliaki says.

And what separates a successful social marketer from the others?

Foliaki says how they listen to people, engage/respond to people and give back without any expectation of reward.

And, "empathy is a must here (in social media)," he says.

So, what do you think? How important will social marketing be in the future and what MUST students know? 

Related posts:
Social Marketing: Clearly connect business objectives, says author Aaron Strout
Social Marketing: Don’t be timid, says Ford’s Scott Monty
Social Marketing: Communication is the key, says Cheryl Burgess of Blue Focus  
Social Marketing: Hubspot's Sam Mallikarjunan Tells All
Social Marketing: Mark Schaefer on What Students Must Know

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