Read this poignant article on AdAge.com. The author points out how social media is actually really powerful when used correctly, but most advertisers/agencies just talk about it and/or use it just to be current, or because industry rags tell them they should.
Some interesting food for thought:
The question for us all right now (and I include my own agency) is: What would happen if we acted on the implications of social media, rather than just use it as cheap media? What if we recognized that social media is really only shorthand for the multi-channel, hyper-connected, user-generated, co-created, always-on world we now live in -- a world where the good gets what it deserves and so does the bad? What if we stopped getting all hot and heavy over the latest new media success stories du jour, and starting realizing that the real triumph of, say, the Obama campaign was the product and the story, not the channel used for storytelling? What if we took the social media "revolution" as our cue to stop creating tactical campaigns focused on amplifying our same-same stories and start creating better stuff and better stories to tell? What if we got really bold, and focused on creating products and services so inspired that "social" media does all our storytelling for us?
Here's the read:
At the risk of being branded a heretic or perhaps just being shown the door by my agency HR Director, I have to say it: I hate social media.
Why I Hate Social Media - Advertising Age - DigitalNext
What do you think? What are some good examples of companies who are actually leveraging "social media" in the right way? Who's totally missing the boat?
rate
email
print
link to this page
Comments: 2
#cynical #holierthanthou
:D
now this was a good post Jeff. i personaly push Google as a product all the time. why becuse they give me the tools i need to succeed.
Google applications demonstrate that creative tools facilitate active user interface. Google applications create, maintain and improve the framework on which their business flourishes. Demonstrating that authenticity in corporate citizenship is Good for business.