If you produce a brilliant 30 second TV commercial, and people love it, you can always pay for more 30 second spots to show your commercial again and again.  But if you produce an amazing social media marketing campaign with YouTube, Twitter and Facebook, like Old Spice did, you don’t need to repeatedly buy airtime.  The Old Spice videos have been seen over 128 million times on Youtube.  

However, there is a much more important point here, which is this: Old Spice controls its Twitter feed, its YouTube channel, and its Facebook profile.  The campaign generated over 100,000 Twitter followers for Old Spice, and over 100,000 YouTube subscribers, and over 785,000 Facebook Fans for Old Spice.  These social media properties will pay dividends to Old Spice for years to come.

Even if you don’t hit a viral homerun like Old spice did, you can still steadily grow your social media properties.  With social marketing, you don’t buy from a media company.  You are a media company.

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Will Marlow is a digital strategist/online marketing consultant.  He’s the co-creator of  AlumniFidelity, which is a Web 2.0 fundraising platform for colleges, nonprofits and secondary schools.   He’s working with clients such as UVA, the College of William & Mary, the University of Oklahoma, and Bowling Green State University and he loves nothing better than a thorny marketing challenge.  He would love to help you market your business on the Internet, boost the fundraising numbers for your school or nonprofit, or sellout your next big event.  Email him at