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I’m teaching a course at Emerson College called “Social Media and Marketing.” Unofficially, I’ve titled it “Why Social Media Matters.” I’ve asked 20 industry experts to share with me the most challenging questions they are asked on a regular basis about social media. Their answers shaped our curriculum. Each week the class explores one of the question. Five companies are involved with the class: Cisco, Doink, 8Minute Dating, Zappos and Nokia. Students are working on their real business challenges involving social media.

In the first class, we discussed the meaning of social media, based on its application and various definitions. There is considerable debate on what social media is.
Prior to the class, I asked several prominent bloggers for their definition, many of whom referred me to the Wikipedia definition.
While that’s a good place to start, we shared many other insightful resources:

1. Video: Social Media Revolution
Statistics are persuasive; I wish the sources were cited more fully in this video.

2. Presentation: IAB social media metrics definitions
The Interactive Advertising Bureau offers many concentrated key performance indicators helpful in planning and measuring a social media campaign.

3. TED Talk video: Howard Rheingold
An early and important contribution to defining social media, before the phrase even existed.

4. TED Talk video: Seth Godin on Tribes
An essential framework for brands using social media.

5. Video: Chris Brogan “Don’t be that Guy”
An important reminder of how not to market in social networks.

6. Blog post: Jeremiah Owyang – 50 ways to use social media

7. Blog post: What is Social Media? 23 Definitions

How do you define social media? Why does it matter to you? Share your story on our Facebook Page.

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This semester I’m teaching a course at Emerson College in Boston entitled Social Media and Marketing. If this topic interests you, there are many ways you can participate. The easiest is joining our Facebook fan page, “Why Social Media Matters.” My goal is to contribute to meaningful discourse about the role of social media in our lives and our businesses. Feel free to drop on by and stay for a while. I’m going to blog quite frequently about it as well.

One of the things I love about social media is how simple it can be. Sure, you can make social media complex. You can measure metrics, use social marketing models and chart the growth of communities over time. However, you can also create one powerful idea. An idea that doesn’t require anything but others willing to play along.

Take the idea of Follow Friday for example. Hundreds of thousands participate weekly in nominating their friends to be followed on Twitter. The concept is simple, and the participation is contagious. To play, you just need a Twitter account. What if we applied the concept of Follow Friday to our lives? Maybe we’d call it “Have you met” Tuesdays. And we would share the great people we know with others we cared about.

Why does social media matter to you?

(Image: In the sandbox by Zesmerelda on Flickr)

I work and play in the same sandbox. At least 30% of our clients follow me on twitter or Facebook.

In the future I wonder if agencies will create a simple list of expectations for clients called, “If you follow us online here’s what to expect…”

Here’s what mine would say:

I will tweet about music, food, revenue generation, fashion and wax poetic hourly
I will post pictures to Facebook that may not interest you, of doors, fire escapes, pigeons and the rain
If you ask me a work question publically (i.e., on twitter), I’m going to call you to answer it, usually, or DM you, but seldom reply publically.
I will not stay “on topic,” in a social network but rather weave in and out of conversations fast and freely
I will help you use whichever social network we’re connected on most effectively – not because I have to but because I love it.

What should clients, or friends in general, expect when you follow them online?  I would love to hear your take.

A friend of mine shared an anecdote on this topic.

“Bob” helped his mother create a Facebook account. Apparently Bob’s mother was only friends with Bob and no one else on Facebook.
Every time he updated his status, Bob’s mom thought he was talking directly to her.
And so, she called him.
Every time.

CambridgeSide Galleria, my local mall, has a cool Facebook marketing strategy.
They are donating $1 to charity for each person who becomes a fan of their Facebook page.
It’s a great idea on many levels: It’s simple, relevant to their audience, benefits charity and helps grow a way to reach shoppers.

I recently interviewed Richard Shaffer, owner of Israeli Wine Direct. Tom Wark, wine expert and blogger, called Israeli Wine Direct “the kind of on-line wine store that should attract at least a glance, if not an order, from all those wine lovers that fancy themselves wine explorers and who revel in the diversity of what different places and people can do with the grape.”

Richard exemplifies a social media entrepreneur.  When he first began Israeli Wine Direct, he used his blog as a way to interview and gain access to Israeli wine experts. And once the business was established, social media has opened doors to new audiences.

His approach to marketing is personal. Wine lovers across America, including Guy Kawasaki, invite him into their home to pour Israeli wine for friends and families. Speak to Richard for 30 seconds and you’ll understand why he gets invited. His passion for wine is contagious, and he shares it on his company blog, Twitter, Friendfeed, YouTube and Facebook.

As his business becomes even more successful, I look forward to seeing how Richard’s enthusiasm will translate into creating a company culture with an even greater impact.

Check out our discussion below.