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I’m always amused when I read the headlines about social marketing, social media, or social what-have-you. It’s always the same, isn’t it: social media represents the cutting edge in marketing communication. Social marketing is now and wow. Social media provides us all with deeper understanding of what’s happening with prospects and customers.

Listen, all social media gives us are easier ways to communicate. Communication and conversation is at the heart of marketing. Go back 5000 years and you’d find yourself in a world where you conducted business with those you knew, liked, and trusted. Back then, news traveled much slower, and you wouldn’t have all the great tools at your disposal for spreading the word or initiating conversations, but the principles remain the same.

It doesn’t matter if we’re collaborating together on a wiki, commenting on each others’ blogs, sharing video snippets, tagging content with social bookmarking, or anything else, it all comes down to social media giving us all an opportunity to have their say.

In the long run, it creates a Tower of Babel effect, of course, but that’s still preferable then having just one side dominate the conversation just because the money and access to the media channels. As Martha Stewart would say, all of us communicating out there is a good thing.

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