Monday, 31 August 2009

Manipulating Social Media: A Losing Proposition

Comment to AdMaven's article in Tech Crunch:
Nicholas, I regularly agree with what you have to say, and I do here, too, but I'd take it a step further. What's necessary, in this age of constantly evolving media and marketing, is a different approach, strategically, to new media. The key to 'social' media is the label -- anything 'social' suggests people interacting willingly and openly, NOT manipulating each other.
Strategically, there are things marketers can do in social media, such as building a conversation and base of fans/followers and inventing truly useful and brand-message-consistent apps, but I'd suggest that this requires a 180 degree shift in strategy from the ATL/push marketing approach everyone is used to. The INSTANT anyone starts conceptualizing the notion of "social marketing" (and asking their media buyers to 'buy social media'), the golden goose has been struck dead.
We need to monitor how our brands are faring by 'listening' in social media to how our marketing efforts are impacting opinions in advertising-appropriate media.

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