You Walk Into A Bar (Social Media Style..)

I went to SES London last week, and during the Social Media Optimisation seminar Krista Neher, CEO of the marketing solutions company Marketess, told this cute social media parable. 

You walk into a bar and start talking to your friend.  Suddenly, this jerk jumps in between you two and says "TRY MY NEW BEER! IT'S AMAZING!".  You probably look at your friend with those "what the heck is this looser doing?" eyes and bee line for the door. 


Rewind:  You walk into a bar and start talking to your friend.  When you need a new drink the cute bartender asks "Would you like to try this new beer?  It's quite good."  You probably look at your friend and say "sure, why not?" and viola!  You've been introduced to a new product.  This is how social media should work.
 
The key in example #2 is it wasn't forced on you.  Social media campaigns cannot work if the material is forced, the entire point is that users support the content because it's actually of interest to them.  By offering a new beer when you were ready for a new drink, the beer company is providing a solution to your need when you (the consumer) wanted it.