Real social marketing strategy

Every time I see an article about the “Top 5 Twitter strategies” I roll my eyes a little. And my stomach turns a little Why? Because it perpetuates the notion that people who “get” the notion of “social” believe that strategy=tactics. And *that* hurts my long-term mobility. And frankly, it cheapens the last 5 years of my work life.

So when I see a story about strategy that includes social media as a meaningful “how,” to achieve the stategic “what,” I feel validation and even a little excitement. The New York Times published an article like that today – and I bet it won’t be plastered all over Twitter the way those top-5 lists are.

The story in question? ‘Blind Side’ Finds a Path to the Oscars by Running Up the Middle Have you seen the movie? I did. And frankly its Oscar nominations surprised me. Which makes me wonder how this movie got to this level of acknowlegement. The answer? Great marketing strategy: fishing where the fish are. Plot spoiler: a lot of “fish” are schooling on social media these days.

The producers identified their target audience: “sports fans, families, churchgoers and do-gooders” and figured out how to bring pieces that resonate with them (real college football coaches, a country music singer, and sermon content) to the movie. (Marketing as part of the product process – sound familiar? ) Next, they figured out how to connect that content with the target audience: blogs, online/downloadable video clips, and effectively motivated their base.

Nice work, producers. I admire your strategic thinking and execution. Social pundits, take note.