Maturation in social media marketing has created a sea of sameness, where conversations revolve around listening, responding, strategy, ROI, influence, etc. Consider the common complaint that all of the social media books, A-List blogs, and retweeting fans say the same things. The current “state of the conversation” serves as a great reminder that mature markets require differentiation to stand out and capture stakeholders’ attention. It’s only by differentiation can one cut through the cluttered idea market to gain a stakeholder group’s interest. Differentiation distinguishes ideas, services and products. Differentiation gets back to basic product marketing. That means creating an element(s) of uniqueness to an offering that appeals to the marketplace, whether that’s information for marketers, social change theories to attract …