I spend a lot of time talking to executives about digital marketing and social media. And while many of them are brilliant in certain ways, when it comes to this topic, it’s sort of like talking to a teenaged boy.

Have you talked to a teenaged boy lately? They’re self-centered, impatient, inconsistent, and generally lacking core knowledge (though not without redeeming qualities). As I recall from my youth, dating a teenaged boy is a communications nightmare… until they figure out the Rosetta stone of relationships. That you have to give a little to get a little.

See, digital media is all about and relationships. Marketing has shifted from promotion to interaction.  Consider a cocky kid walking around spouting off about how great he is. He’s not inviting conversation. He’s annoying people. And if the only message you ever put out is about how very great you are, to the exclusion of all other information, well that’s annoying too.

Often people I speak with want to be involved in digital marketing and social media, but refuse to contribute to the conversation. Then they wonder why they’re not getting any digital action. Remember high-school dances? Boys on one side, girls on the other, everyone waiting for someone else to make the first move.  

Interaction is key to successful communications. That means showing interest in your audience, whether it is the head cheerleader or your target market. Here’s a helpful piece at Copyblogger that explores four basic pillars of Internet marketing.

Although the direct response copywriting and industry-specific content marketing that Surface & Panel does are crucial components to effective digital marketing, no one can make your relationships for you. At some point, no matter how awkward it may seem, everyone has to give a little attention to get a little attention.  Out here, that means having a voice, (blogs, discussions, comments).  If gawky teenage boys can learn this, so can professionals who want to leverage digital marketing.

images thanks to Awkward Family Photos