Social Marketing Defined For the purpose of this article, social marketing is using on-line tools to help to market a person, product or service.
Strategy Defined An overall direction that assures that you when you get where you are going, you are happy to have arrived.
Why You Should Care Social Marketing Strategy is a topic of rising interest according to Google's keyword Search Engine tool.
"So, what does that have to do with me if I'm a librarian, teacher or a professional?" is the question of the day.
Quite a bit, actually.
Arthur H.
(Red) Motley (1900-1984) coined this sales proverb.
A master sales trainer in the 1940's and 1950's he made this succinct statement that has turned into a cliche.
Nonetheless, it has validity.
You can be the best teacher in the world, but if you're out of work, you need to sell yourself.
You can be the best librarian in your city, but if the library closes you're out of work.
Elements of Success There are two prerequisites for successful social networking, and these should be part of a social marketing strategy:

• Being social - that is investing the time and effort to actually develop some sort of relationship with people.
  Yes, all of those names that come up on Twitter, Facebook or LinkedIn are actually real people.
  Even the ones who have a fake persona are real people.
  Building a relationship on line is much the same as building a relationship when you walk into a Chamber of Commerce style networking party (except that most people who do computer-based social marketing don't feel need to have a drink in their hand to feel relaxed.
  ) The key to building an online relationship is to give information about yourself in short bursts (eight to ten seconds if you were speaking) and to motivate the person to whom you're speaking to ask additional questions.
  The more questions you answer, the stronger your relationship becomes.
  Why? Because each time you answer a question, you are becoming more relevant to that person's needs.
  
• Networking - That is making a consistent effort--not just showing up one time, announcing your presence and leaving the party.
  When you network consistently, you earn trust.
  People think, I've seen Joe at six or seven places.
  He must be worth knowing.
  Being on line in a number of different venues is the equivalent of going to a variety of conferences.
  It inspires trust.
  But just having a presence is not enough.
  You also have to say something relevant.
  Making a consistent effort means telling people something valuable.
  

Example Let's take one quick example of how you can sell yourself in a unique way.
Suppose you go on line, and use an established venue (one that has credibility) to raise money for a cause.
It's okay if that cause also puts money in your pocket.
It is one element that helps you to be social and to network.
In Part II, we will go over this example in detail and explain why how it is relevant to professionals like librarians and teachers.