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1. You’re writing to individuals, not to algorithms or personas.
2. Instead of laser-like focus, now it’s about variety.
3. Social media really is a conversation.
4. Social media is written to be shared.
5. We can’t just pretend bad news isn’t happening.
6. You should sometimes praise the work of your peers and competitors.
7. You ask real questions.
8. You need to turn on a dime, frequently.
9. Sometime you have to work odd hours.
10. Achieving the results you want can take time.
Most important differences are:
Two-way conversation
Open system
Transparent
One-on-one marketing
About you
Brand and User-generated Content
Authentic content
FREE platform
Metric: Engagement
Actors: Users/ Influencers
Community decision-making
Unstructured communication
Real time creation
Bottom-up strategy
Informal language
Active involvement
Deep Analytics
Paid, Owned, Earned
One-way conversation
Closed system
Opaque
Mass marketing
About ME
Professional content
Polished content
Paid platform
Metric: Reach/ frequency
Actors/ Celebrities
Economic decision-making
Controlled communication
Pre-produced/ scheduled
Top-down strategy
Formal language
Passive involvement
Poor analytics
Paid
