Jun
11
Why midstream brands go unnoticed
Filed Under Marketing | Author: Gerald Smith |
Mainstream brands have spent countless dollars attempting to manage public opinion and up until recently, effectively so.
Brand maneuvering, once exclusive to the use of newspapers, prime-time networks, and a handful of cable news agencies is now being imitated at a personal level; meaning those individuals managing personal-brands via ever-expanding social media channels.
(How many friends are you now following? Can a brand really be a friend? Facebook certainly doesn’t know the answer; first we were friends, and then they said we were fans, and now we just ‘like’…?)
The complexity of daily brand-management will continue to increase due to the emerging volume of personal-brands competing in an already overcrowded social media space.
Midstream brands (those hoping to be mainstream) are clamoring to access social media networks. Unfortunately, this requires fiercely competing for available airtime. Today, more user-generated commentary will be posted on Facebook and Twitter than all traditional media outlets combined. This equates to roughly 110 million posts - every 24 hours. (And every single post is important to someone.)
Midstream brands are better off to pretend they are going-through-the-motions while actually focusing valuable limited resources solely on those efforts producing results.
The secret of successful midstream brands is that they know how to quit that which isn’t working and move on to the next thing.
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