Social media has greatly impacted and reinvented marketing, as we know it today. I recently read an article which summed up the difference between traditional and social media marketing by utilizing two key words — interruption vs. participation.

Traditional marketing is simply a one-way broadcast. Based on defined media channels, companies are telling consumers how to perceive their products/brands. Customers have one of two options: (1.) listen and accept this perception, or (2.) move on to the next brand, disregarding your product altogether. The way these ads are delivered – via radio, TV, etc. – is what makes them interruptive. For example, you’re watching Sunday Night Football and the game is interrupted by a sporty, new mini-van commercial. Do you sit through the commercial or head to the kitchen to snag a drink?

Social media marketing, on the other hand, allows your audience to determine for themselves how to perceive your products/brands. You’re marketing with your customers, not directing campaigns at them. By developing meaningful, genuine interactions with your customers, you can leverage your customers as free marketing personnel. Through identifying key communities and influencers, your company is able to participate directly with your clientele to address customer service issues, conduct unbiased research and generate new product ideas.

How is social media reinventing marketing? Social media marketing puts consumers in control. Instead of broadcasting messages, companies are participating in conversations directly with their target audience.

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