When to use new media:
- You have something to say that people actually care about – in their current context. This would be something that they are interested in before they even hear your message. ***New price doesn't count. Neither does "Our company is on twitter". Remember – its not the tools that we have, but how we use them.
- You can identify a group of people who would personally benefit from sharing your message. Not a short-term benefit like winning a contest...
- You can identify an emotion or activity that would personally tie your customer to your product.
- Your product is scarce and relevant.Your message is simple and self-explanatory. Your story is truly different.
- Your product works best the more people who have it. (LinkedIn is useless with 1 user)
- You care about micro-measurement (in the case of online ads and direct response)
- You’re in it for the long haul (in the case of social media, blogs, consumer community, and brand leadership)
- You care more about keeping customers than getting customers
- Your company is built to keep customers (happy - sounds like a no brainer, but look around and see who actually cares about keeping you as a customer)
- If the product, service and related brands don't "live" in the real world, no amount of Facebook Fan Pages is going to help" - Mitch Joel (see original post)
Any thoughts? Add your own here...