Social Media Marketing: The Next Generation of Business Engagement

Part III: Chapter 10 “Social Objects”

Chapter Summary
Businesses wanting to tap the Social Web for marketing often face a crossroads in the design of the central strategy that guides their social media program. Do they join an existing community built around a point of interest relevant to their customer base, or build their own community around a specific brand, product, or service? This chapter explains how to accomplish either, and why ultimately your approach to social media and business needs to serve the interests of the participants involved to be successful.


Review of the Main Points
The main points covered in Chapter 10 are listed below. Review these and develop your own list of social objects around which to plan your social presence.

  • Social objects are the center point of social activity. Without the social object, no meaningful conversation forms.
  • Social objects are often built on lifestyles, passions, and causes because these are universal areas of commonality and discussion.
  • Social objects include talk-worthy aspects of your business or organization, or unique features of your product or service.
  • Social objects, like any other type of online content, should be optimized for search and discoverability. Social objects are very much the connectors between a community and the people who enjoy or find value in being part of it.

    Social objects are a building block of online social communities, and as such are an essential consideration in the development of your social business and social media marketing programs. Built around areas of shared interest, your participation in existing or purpose-built communities gives you a powerful connection point between your business or organization and the people with whom you’d like to build stronger relationships.


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