The Ilham Winter 2010

26 THE ILHAM A Journal of Contemporary Digital Policy The same is true of social media sites like Plurk, Brightkite,Twitter and other short messaging services, or SMSs.The Princes of Morocco exploit social media for their own benefit, constantly hyping their service or product offerings. These marketers spam Facebook with ads for their products or hype their services.They, like Shakespeare’s Prince of Morocco, use social media for their own gain, launching spam blasts and recruiting paid followers to increase their on-line presence, while ignoring the intrinsic value of conversational marketing. These Princes of Morocco take a narrow view of social media, much like Shakespeare’s hapless suitor. Social media isn’t about you, your products or business. It’s about seeing beyond the surface (gold) and tapping into these resources by providing useful information and exchange of ideas to build a following. In these cases,The Princes of Morocco don’t look under the surface. In the realm of social media and networking sites, it’s simple:“all that glitters is not gold.” Listen up, all you Princes of Morocco. THE PRINCES OF ARRAGON In Shakespeare’s masterpiece,the Prince of Arragon,reading the inscription on the silver casket,figures he’ll get all that’s coming to him,which is a lot – at least in his mind.Well, again,that’s not what social media marketing and networking are about. These“Princes” feel that they’re tech- savvy and sharp marketers,employing the resources of others for their own benefit. Post to Facebook and you use that resource for your gain. The nameArragon was chosen for its resemblance to“arrogant” and these marketers think they have it all figured out. Their insight? Social media is not a mass market numbers game as the Princes of Morocco would believe,but an influence game. They suppose if they can influence the influencers,they win over their networks as well,so linkage on social sites is the number 1. 2. 3. BASSANIOS Remember,Bassanio chose the lead casket – the one that contained Portia’s image and, so,beat out his two other competitors.Why? He looked deeply – beyond the obvious.It wasn’t about gold or silver or lead.It was about interpreting the casket inscriptions and applying them to his decision.And,as we now know,Bassanio made the right choice.He used analysis,logic and a deeper view of the options in front of him. Bassanios, in the world of social marketing, are, by nature, pragmatic.They listen.They employ logic.They are pure of heart.They see truth and value to produce the most positive outcomes, whether it’s winning the hand of a fair maiden or driving site traffic. On social sites,the Bassanios provide good, useful information – something worth reading – something to make the lives of followers better.Their actions are driven by passion for open dialogue and exchange,a commitment to real engagement. They deliver information transparency,not information designed to generate leads or drive traffic to their sites.These pragmatists recognize that they’ll build a following through social marketing by helping their readers.Stop the hype. These off-site marketers engage their demographic with good information,based on helping others.They recognize that social media isn’t gold or silver – it’s practical when used properly. THETHREE CHOICES OF SOCIAL MEDIA: GOLD, SILVER AND LEAD CASKETS Social media is about risking it all! It is direct engagement that requires a clear and open heart. THE PRINCES OF MOROCCO Remember,he chose the gold coffin.After all,it was gold.But,as Shakespeare teaches us,the prince exploited the opportunity to win the hand of the fair maiden. On social sites, the Bassanios provide good, useful information, something to make the lives of followers better. Their actions are driven by passion for open dialogue and exchange, a commitment to real engagement. one objective.These posers believe that by tweeting,posting,pinging,burning feeds and using all the tools available to social marketers, they’ll get their sales pitch out to millions. The trouble is, there are so many of these social marketers that their messages get lost in the tech-babble of the social web. All you have to do is watch yourTwitter connections. Everybody is selling something, but no one is buying.Ah, but then there are the Bassanios of social marketing on line.