Don't be a Jerk -- 8 New Rules for Marketing

With the advent of social networking, blogging and rapid globalized communication upsetting one person can have devastating impacts on you and your business. Ask Aleksey Vayner how Investment Banks now look at him after his video resume hit the web (Although given the present economy...that may not be a bad thing). He became toxic, and any value he could have added to a company was essentially null and void because he was ripped apart by the internet community and largely considered by most to be a massive jerk. So here are eight rules for marketing to prevent overall jerkiness:

1. First off, don't be a jerk -- Seriously, just don't be one. Harder than it sounds. All of us can be jerks at one point or another but it's those of us who try and actively not to be ones that tend to be successful.

2. Equality is the rule of day -- Everyone has a voice. Even if you don't like it. You need to treat each person you interact with respect and dignity. That blogger that you pissed off...he can pretty much eviscerate you depending on how you treat him/her.

3. Reciprocate -- People love to be the center of attention. It's human nature...even if you claim to be an introvert. A major mistake PR and marketing people make when joining social communities and trying to start a campaign is to ignore others and just push their own product. No one likes a bot...even a human one. If you don't involve yourself in the community and humanize yourself, you will fail. Social Networking campaigns can take 6+ months before any real returns start to happen.

4. Substance over style -- Marketing 101? Yes, but it holds true online as well. The launch of Cuil this summer was fraught with hype, style, a great PR blitz and a claim that it could take on Google (and had a larger index). Yet Cuil fell flat. Why? It simply didn't function as well as it said it could. You can't regain that positive buzz once it's gone...unless you first admit your mistake.

5. Admit mistakes -- You screwed up. We all do it. Coming clean and admitting that you made one will definitely make you look more human in the eyes of your customers, peers, and friends. You get more latitude and people look more favorably on you because of this because of your transparency.

6. Transparency -- Be honest about who you are, why you are there, and what you are marketing. People appreciate this honesty (I know scary right?) and will generally be more receptive if they don't think you are trying to trick them. Viral campaigns occasionally happen...

7. Don't be an elitist once you start succeeding -- Great, you've had some SM success. DO NOT LET IT GO TO YOUR HEAD. The 18-35 year old demographic that makes up the primary audience of these networks are notoriously fickle.

8. A satisfied customer is your greatest asset -- Ask any salesperson where most of their revenue comes from and they will answer with this one word response: Referrals. Be a master of customer service and you will become a better marketer.

Not everyone will be happy with every decision that your company makes. Life is hard and with it comes hard choices. However, you can minimize the damage by establishing a humanizing presence online and being an advocate for your product rather then being a pushing automaton.

tagged as communication, Dignity, equality, Jerk, Marketing, PR, Public Relations, reciprocity, social networking