In catching up on email the other day, I came across a blog post about the Washington Post banning employees from actually engaging with consumers through social media. Seriously?!?!
For those of you who are thinking this is a good idea, let’s review the basics:
Social Media = Conversation
It works as a marketing tool because of…Conversation.
Customers get a chance to actually Converse with a company that, until recently, has pretty much been inaccessible to the general public.
Do you see a pattern?
Conversation requires 2+ people talking WITH each other. Talking “to” or “at” is called “advertising.” That is NOT the point of social media.
Advertising and social media can work together to help promote a company. Advertising can help spread awareness about the fact that your company has a Facebook page and a Twitter account. Advertising is great for things like this. I’m not against advertising. I love advertising.
What I’m saying is that social media is a two-way road. If you are going to do it, do it for the right reasons, not as just another advertising medium.
Allyson is a digital marketing and communications enthusiast, who spends her days as a 
