There is no such thing as social media, there’s only media people interact with and media people ignore
2 years ago • 16 notesWe need to stop focusing so much on the “media” in social media. Instead let’s focus on the “social.” Media platforms like Facebook, Twitter and blogs are not the plot drivers here. What matters is that people are talking, and that marketing is becoming more human in response to all this talk.
Media fragmentation and the loss of a guaranteed mass audience is the big news of our day, not social media. Social media is simply enabling conversations and elbowing broadcasting into another room.
Social is the real trend and it’s not dependent on media. So, if someone were to sincerely (not rhetorically) ask me what’s next I would say, social media opens the door to better relationships, but the hard work of solidifying these relationships for the long haul has to be done, at least in part, offline.
Social Media specialists toiling away in yet another silo is unnecessary. The more pressing need is for people who understand experiential marketing and how the brand’s promise—whatever it might be—has to play out in the physical world and online. Zappos is a good example of company that understands this. They’ve made a huge effort to be social, but it wouldn’t mean a thing if their customer service wasn’t best in class. Put another way, if being social—which means being real—isn’t in your brand’s DNA, it would be best to stay far away from anything resembling a conversation.
By AdPulp
