Mar
4
The Dangers Of Isolating Social Media
Filed Under Marketing | Author: Gerald Smith |
SOCIAL TRENDS?
With any new social trend, or new marketing technology for that matter, there is a danger in isolating the ‘ideal’ and over-investing dollars, with the expectation of above-average results. That’s all good until, like previous ventures, it proves to be just another trend. Some might say marketing is best defined as ‘trending’, meaning all efforts are given to identifying general tendencies or inclinations toward new behavior. Sounds good, but what does that mean to your brand.
PEOPLE POWER
For some marketers people are seen for who they are and what they can contribute to any brand’s success. Unfortunately, for many marketers these days, people are just voices. That is: voices they can use to influence others (word-of-mouth). But, in reality people ARE the media. They ARE the source generating the content. It’s not about telling people what to say, rather giving them something to talk about. The intelligence generated and transmitted (communicated) to others is not to be manipulated by the brand, but rather influenced. And influence comes in many varieties.
THE DANGER
So, the danger is in isolating any trend in preference to considering all of the available marketers’ efforts. And Social Media? Well it’s like an ocean with many waves and your desire should be for your brand to ride one of those waves. You don’t make the waves: people make the waves. Quit focusing on the ocean, and focus on being able to recognize the individual waves that matter to your brand. People who generate scoial media freely discuss their interests and expertise.
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