Inspired by a true story...
Danielle and I were recently at a release-party for a new Latin magazine in San Diego (the party was muy caliente!). As digital socialites are keen to do, we rubbed elbows with fellow marketers and ad execs. And as men are privy to do, a swarm of them hit on Danielle (just another day in the life, eh Lambchop?).
One errant pick-up attempt was particularly memorable because it was straight out a single man's dating playbook: wing man swoops in, warmly introduces the main man to the group. Wing man engages everyone in the group in conversation except the female target. Erstwhile main man begins talking with the target, delivers elevator pitch and earnestly tries to close the deal.
Now I have nothing against this approach. I myself was recently inducted into the Wingman Hall of Fame in Canton, OH where a bust of my wings are enshrined (I couldn't have done it without you Cameron...it was an honor to be your Scottie!). And the wingman that night was outstanding. His approach was fundamentally sound and his introduction clearly demonstrated his mastery of all WEB principles.
It simply got me thinking that with all the "wingman" tools and tips for leveraging business value out of social media marketing (some great, some duplicitous, others very sad), the bottom line is you can only do so much.
As digital socialites, we often serve in the role of wingman for our clients. But we should remember that what gets a product/service to develop virally in this digital age is having something unique and having a connection with consumers that goes beyond selling a widget. Social media marketing amplifies a great product/service. You can't evangelize crap.
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