Facebook Interactive Marketing

Before you jump onto Facebook and start telling people how great you, your company, or your product is, please check your bullhorn at the door. Better yet, lock it up in the closet so you won't be tempted to use it.

Twenty years ago, messaging was very top-down. In traditional marketing channels, like television or radio, PR people got to broadcast what they wanted to say to a large audience. And the audience, without any other choice, generally listened.

It works for those mediums, but it doesn't work in social media. If you jump on Facebook and try to market from a pulpit, people are going to ignore you.

What you need to do, instead, is start a conversation. Get people talking about you by asking intelligent questions or offering advice. You don't get to control the direction of conversation or censor what people say, but you can participate.

And by all means, listen to the community. As a matter of fact, you can still use that bullhorn of yours. Put it to your ear and use it to hear what everyone is saying. The feedback you'll get is invaluable.