Social Media Marketing is done by consumers, not businesses. To some, this statement may cut to the core of how social media is different from traditional marketing. Further, it may act as a platform from which the imagination can leap to discover new ways to harness the power of viral campaigning.

Even Exchange
One of the new, exciting social media marketing strategies delivers content in exchange for social currency. Social currency describes the value of an individual consumers word or endorsement. For example, by posting a tweet or Facebook update that promotes and links to your web page, the consumer spends social currency on your brand. In exchange, you deliver access to content or information of value. It’s an even exchange of currency – a barter in the new economics of content.

Recently, Brushfire Records ran a social currency campaign promoting Jack Johnson’s new live album/ DVD. Visitors were provided a download of a live performance of “Flake” in exchange for a tweet/ status update. Here’s how it worked: Upon clicking the download button, the user was redirected to a Twitter or Facebook interface requesting their login information. After logging in, a pre-designed message automatically populated on the user’s profile. Immediately following a successful post, the download begins automatically on the users computer. The user cannot alter the content of the tweet, which includes a promotional message and a link to the site.

Brushfire Records has since moved the campaign away from social media and now requires newsletter subscriptions instead – a more traditional approach.

Another example of a social currency campaign involves the LeBron James film, “More Than A Game.” Interscope records, promoting the soundtrack featuring Mary J. Blige, created a splash page to deliver a music video trailer in exchange for a Facebook or Twitter post promoting it. Now, with the trailer available through several other outlets, Interscope has created a contest and avatar download to use in its place. To see a social currency campaign in action, visit the Interscope’s site.

As in these leading edge examples, your next social media campaign will be performed by the consumer. How will you facilitate? The Fresh Basil can help you design a social currency campaign of your own today. Contact us to learn more.