- Good strategy results in viral, but viral is not a strategy.
- What someone says about you is more important than what you say about yourself.
- People are already motivated to do many different things. By identifying where their motivation intersects with yours, you can avoid creating a contrived campaign. However, if you are ready and able to compensate people for their effort, the likelihood of participation goes up exponentially.
- Money isn't the best social currency; relationships and knowledge are.
- PR is great for news and launches, but social media creates the ongoing and sustained interest between news and launches.
- Buying advertising space on social media sites doesn't return a quarter of the value you could be getting. Further, the costs of the campaign drive up the ROI bar you need to justify it.
- Social media sites, people, and applications have vastly differing capabilities. Random, unplanned usage of these tactics will deliver poor results.
- Social media is a strategic amplifier for your campaign, not the entire campaign.
Via @blueeyepath on TwitterAlso check out his recent post: It Takes More Than Grit to Build a Global Village for Social Marketers at Walking the Path.