The Role of Chocolate in Social Media


The purpose of giving gifts like candy is not just to keep us from having to sleep on the couch on Valentine's Day.  It's an important element in building a relationship.  A true gift comes free of expectation of receiving anything in return, including an email address or web registration.  In corporate social media, this means setting aside a small portion of the budget to entertain your audience, like in this video positioning an $80,000 router as the perfect gift for your Valentine.


Laughter makes a wonderful gift that is remembered, and while some marketers feel that humor doesn't work in B2B, here are a few examples that prove them wrong. If your brand simply doesn't have a funny bone, sharing knowledge and access to experts are approaches also appreciated and rewarded.   If you're looking for other ideas on how to create content that is received as a gift, I'd recommend Content Rules, by Ann Handley and C.C. Chapman, and New Rules of Marketing & PR by David Meerman Scott.  I'll share some ideas as well at SXSW.

Happy Valentine's Day.


The views expressed are those of the author and not necessarily The University of Texas at Austin.

About The Author

Tim Washer

Ridiculous Media

Tim Washer is a social media manager for Cisco Systems’ Service Provider Marketing group. Prior to Cisco, he served as head of social media video...


#1 Glad nobody told my husband

Glad nobody told my husband about the new Cisco ASR 9000, engineer that he is. We split "4" chocolate covered strawberries and called it Valentine's. Great video. And funny! Thanks, Tim.

#2 oh, right, chocolate covered

oh, right, chocolate covered strawberries! I guess there are 5 ways. We'll make the edits. Thanks Gayle

#3 I couldn't agree more, Tim,

I couldn't agree more, Tim, and thanks for the shout out for "Content Rules." That said, "funny" can be hard for some B2B companies to pull off easily (unlike Cisco!) So I always tell B2B companies to aim first for "enjoyable." That's a great first step to "funny." Happy Valentine's Day!

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