Classic vs. social media marketing: Which delivers your message best?

Time to get on the social media train, y'all. (MTAPhotos/Flickr)

Classic marketing deserves some credit. It's the building block upon which the social media marketing empire was and still is being built, and it still plays a role in modern-day marketing. But if you're not already on the social media train, it's time to hop aboard.

Social media allows you to have a real conversation with your potential customers. In the world of classic marketing, communication is "unidirectional" -- companies put their message out there and the only thing customers could do in return is listen. Through social media, brands can broadcast information or ask a question -- and the customer can respond directly with ease.

However, it's still possible for a company to (perhaps accidentally) communicate unidirectionally using social media. It's important for businesses to not only start social media conversations about their product or mission but to also pay attention to those conversations and engage in dialogue with those customers who took the time to participate. You need to be listening, because even if you're not there, the conversation will go on without you. Also, 42 percent of customers expect a response to questions or complaints in under an hour.

Social media marketing has also brought a more genuine and direct voice to campaigns. Classic marketing calls for lawyer-approved, formal language, which doesn't help companies connect with modern customers. Of course, businesses still don't want to say anything on social media that could get them sued, but the lawyer-speak is more often being removed in favor of a voice that sounds like a real person. And then, those real people behind the marketing push should get involved in the conversation.

Stiffly worded marketing campaigns handed down from an ivory tower just don't connect with customers of today. The audience expects real, non-robotic voices and a conversation that goes two ways, and as successful companies know, the customer is always right.