The Difference Between Viral and Community Marketing
Jeremiah Owyang makes a very astute observation when he points out the difference between creating a flash in the pan viral video and a long-term online community:
Many marketers want to ‘make their mark’ on the world and create such a viral video but let’s be honest the successful ones are few and far in between. I would be so bold to suggest that the best viral videos are rarely corporate created either, so let’s stop trying to do something unattainable.
Think long term, build out tools and programs that let product teams have ongoing dialogues with real customers and prospects to build better products.
It’s like the difference between a passionate fling and a stable, happy 20-year marriage. The fling can feel a lot more powerful, but you have to ask yourself what matters more?
So how do you build a long-term, stable community around your brand? You blog about what your customers care about, or you hire us to do it for you.
And no, this entire post was not written just so I could plug our consulting services. Jeremiah kicks ass!