Being Governed by Principles is a Human Thing
Social Marketing is about people. As people, we all make day-to-day decisions based on the fundamentals principles we hold as true. These principles, learned and taught, are also innate. They will guide our actions. These standards for living will also determine which people and companies we will interact and engage with. Therefore, setting foundation principles for Social Marketing is very important.
Principles Guide Us Through Change
Here is an example of adjusting to technology change. So many who jump into Social “Media” Marketing are doing so because they hear it works. They read success stories and they cut out some time to jump in. However, for them it’s “jumping into the deep end of the pool” without developing the swimming skills. Technology and industry services will change. Principles hold firm. Therefore, establishing Social Marketing operating principles, based on sound marketing and business practices, makes a lot of sense. It gives us a basis to act, ends the confusion and sets clear directions. It helps us understand the “why” of Social Media.
“Seven Social Principles – The Art, Science and Business of Social Marketing”
It becomes clear and beneficial, therefore, that we operate our Social Marketing Plan based on foundation principles. These principles will stand the test of time regardless of what new social media platform or technology or marketing system is introduce, produced or becomes popular. Operating on principles allows us also to adapt to the changes made by the existing channels we use. For instance, Twitter, Facebook, YouTube and LinkedIn are always coming out with new versions, functions and features. Operating on principles will also to adapt to these changes and guide us in choosing the best social media channels to implement.
What is a principle?
“A fundamental, primary, or general law or truth from which others are derived” . Like why, what, who, where, how and when of Social Marketing. “There are three constants in life… change, choice, and principles.” Stephen R. Covey
“If you focus on principles, you empower everyone who understands those principles to act without constant monitoring, evaluating, correcting, or controlling” Stephen R. Covey
“Principle-centered leaders are men and women of character who work on the basis of natural principles and build those principles into the center of their lives, into the center of their relationships with others, into the center of their agreements and contracts, into their management processes, and into their mission statements.” – 1000venturers.com
Indiana University says it so well.
Why using principles are important? A unique feature of principles is that, unlike concepts and procedures, they are discovered rather than invented. Principles are the only kind of content which represents “truth” in any significant way. Certainly, facts (which can only be learned on a memorization level) are often either true or false, but they are trivial compared to principles they are particulars rather than generalities. Also, a procedure can either produce the desired outputs (the goal) or not. But procedures don’t provide us with an understanding of how things work, and procedures can often be changed and still produce the desired outputs. Furthermore, there are often several different procedures for accomplishing the same goal.
In contrast, principles provide us with an understanding of the world around us, among us, and within us, an understanding of how things happen and why they happen the way they do. Therefore, principles are probably the most important kind of content for us to include in the majority of our instruction. And it is usually helpful to learn how to apply the principles to new situations.
In the final analysis.
Given the importance of principles, it is essential that we know why they work, how they operate and what they mean to our business. Begin with the Seven Foundation Principles starting with Principle 1 – Have a Sound Purpose and Plan on a Platform of Thought Leadership.
Operating on foundation principles dramatically increases your opportunity for results.