So, Paul, how would you feel if Mr and Mrs Amazon persistently sent you newsletters about their corporate culture, instead of the sale flier? Wouldn't that be a little ridiculous, if what you wanted was a service that kept track of when what you want is on sale? Amazon's subscriber base would change dramatically, in ways that I sincerely doubt would be good for product sales.
Well, Amazon are not going to send me corporate newsletters. Amazon's customer base/fan base are two fold - the advertisers to which they sell space to, (like any media), and the punters who buy and sell. Corporate info and that kind of communication will go to advertisers and those involved in that side/level of business. Sales/product info will come to me.
I agree with your comments on the large company/shop scenario. But I don't think it's relevant to the original premise of the fan base having been created through social media - and then being used to sell folks products.
...spammers, not marketers, are the group who would agree that social media works for them.
I think you're probably doing a disservice to many marketers who do use social media
to sell their products. But even those "marketers" who suddenly appear in Twitter etc, (without any other history of marketing in any other media prior to that), can still call themselves "marketers" and market/sell products. If quantity of traffic, (through automated systems or otherwise), is the means by which marketers, in such media as Twitter, produce the results they desire, i.e. they've sold their products - then isn't that the result they're after? They may not want to build quality traffic. If Twitter etc is all they have/use as an area to market their goods, then the building of quality traffic may not be what is required to "work that medium". Just because people use a medium in a different way that doesn't agree/conform to the "usual methods" of marketing.... that doesn't make them bad people.
Building quality traffic, branding, feedback, communication and all the other types of "standards" associated with "normal" marketing in other media, or by "regular marketers", just may not be the things which are required to market in social media such as Twitter.
I agree, in other medium- websites selling products, dropping selling, affiliate product selling etc for example - these type of "new social media marketers" may well be called "spammers" because of their lack of depth
or not conforming to "normal standards". Taking Twitter as an example, it's defined as:
"A free social messaging utility for staying connected in real-time."
So, in my opinion, that medium is unlike marketing through websites, (for example), and therefore a "social media marketer" would have to use different methods, apply different standards in order achieve there ultimate goal - selling products.