Heralding the death of non-social media

The provocative question was launched in the recent article written by Doug Schumacher, president on Basement Inc - an interactive marketing agency in California, USA.

Doug parades serious arguments in support of this thesis and is based on the participation of the explosion of Internet web - 82 million North Americans create some content on the Web in 2008, about 42% of Internet users in this country - and the evolution of TV formats Digital TV and the Internet, with all the features of interactivity that add.

Most of the online media, if not all, the participation of users will take place in one way or another. Already there are signs that Google itself, with its obscure criteria of relevance, you can make changes in their mechanisms of prioritization. The phenomenon of reviews and comments, have arrived or are coming in all relevant vehicles, with the known impacts, positive and negative, in the most delicate of moments, the final step of the conversion funnel.

The cases of actual participation in social spaces for TV over the Internet - the sites "Watch & Chat" on the CBS.com or View2gether.com of NBC.com presented as examples, are still shy but we can see that another less passive attitude is also possible on TV. A new attitude of people on TV, typical case of one-way communication, can be expected for a future brief.

Despite of absolute statements, what matters for the professionals, who is working or not on the web, that is
which paradigm will be built in the communication of brands in this new cultural scene.

The social media and its use is only one element of a much larger issue. The speed of change, this maturing of the Internet media, and new attitudes of people in information, entertainment and consumption make it an urgent review of tactics and strategies used by the market.

A series of errors have been committed, either by total inconsistency with this new reality, whether by well-intentioned efforts poorly directed. But we can count on a range of actions with great success, who seek the way forward.

The maximum interactivity, connection with the audience and the invitation to participate are, in my opinion, the key point of the new paradigm to be built.

A good and simple example found in the "case" of the aviation company of Virgin America, which invited an author of the site to try BoingBoing social services in its inaugural flight between Los Angeles and San Francisco. The result was an excellent article which reaches 3 million people regularly access the site. Typical actions of public relations? Without doubt, but we have not seen anything like this in Brazil at the launch of Blue Airlines, for example, which has the majority of your target audience online.

Another example of good practice, that in Brazil, it is Wal Mart's strategy of open participation of the user, since the launch of its Web operation. This tactic, also implemented by the team of CASA & VIDEO in 2008, is viewed with seriousness and continuity, without falling into temptations opportunistic, provides a real engagement of the public, especially young people, with the brand.

The efforts and creativity of the professionals responsible for the brands will overcome the challenge of a more participatory environment in the world of communication. The key is people should to be open to a new attitude, which combines the transparency and daring, the common sense with observation of the reality of ordinary people.

Thx for the good comments, everyone. I really like getting feedback.

Meryl,

When it comes to social media, every brand has unique opportunities and challenges, for sure. But I don't think only so-called 'hip' company's can participate. Considering the Food category you work in, I'd again point to Burger King. Not long ago, they weren't considered hip, IMO. But with consistently creative efforts to change the way people see their brand, they've come to be known as a very different company, again, IMO.

But brands don't even have to go the hip route. Start by figuring out how you can add value to any community or group. It could be through relevant information they desire, utility or functionality that makes their lives easier or better, or simply bringing entertainment value to their lives.

Regarding Oroweat, we've handled several social media projects for them, but aren't in charge of their Facebook fan page, nor new member acquisition.

Jeff,

Without knowing much about your service, consider that many social media solutions are very functional in nature. The Papa John's ordering tool on Facebook is exactly that. So are many widgets. Using technology to help people save time is big. Beyond that, while people may not have time for the softer side of communication, they're still human. Some companies neglect user interface because they think the consumer doesn't care. They just want 'the facts'. But UI is a big component of almost any widget, tool, etc. It's like an umpire ... it's only noticed when its bad.

KP

You are so right. There's a big human component with marketing in social media. By definition, really.

Giles,

Agreed. Mobile's been standing in the wings for a while now. Having an iPhone, I feel like I've seen the future. And when that wave comes in, it's going to be a big one.

Blaise,

I liked the Inauguration on CNN/FB, too. Thought that example in particular reinforced the idea of community viewing.

I understand how hip products get buzz through social media, but what about old standbys. I looked on your company website and noticed that you did social marketing for Oroweat, then went ot their FB page. Not so many friends yet. How do you intend to attract them?And keep them engaged? As a food marketing consultant,as opposed to a social media consultant, this is something that I think about all the time these days,

Hey Doug,
Nice article. Got linked to it through your twitter - very fitting. I love the idea of social viewing - as we got with the CNN/Facebook feed over the Inauguration. Pretty awesome. Reinforces the CNN/Facebook brands. Makes them both look really clever. Makes me come back and see their ads. But you're right - brands don't need to start there. They can move into the online territory slowly. Thanks for the article! I'

Doug,

Excellent. I have been building a social network for medical technology experts for a few months, MedTechIQ, http://medtechiq.ning.com/. I like your advice of starting small, developing your "voice", and connecting with your community's wants & needs. Sage advice, thanx!

CC

I am creating a product/service that is not point of purchase, nor entirely palpable hold-it-in-you-hands sense. It is a service for news. It seems to me that when people want news fast and efficiently they are not too concerned about the personal touchy feeling part of social networking. They want to get and get in and out or scan facts as their business days are crammed with the business of business. Do you think I'm missing something? By the by, we are linked to other social webs in our category of business.

...If the thought of participating in social media today seems scary, the thought of not participating in it in five years should really scare you... Very nice Doug. Very clear.

Really enjoyed this article and will refer some clients.

I also think Smart Phones are going to be the next technology component of driving Social Media...but what 2009 will be about is "people" as the masses decide how the want to use Social Media...

In a time where budgets are cut and R.O.I. is compulsory social media seems (from our clients experiences) to outperform every other medium. Strategic in being selective aside (can't do 'em all, don't wanna forget the brand), don't discount the man (or woman) hours required for profiles, postings, friending, and follow-ups. That is an investment too. - kp

Way to sum up so many great points. Thanks for the good read and reminders. I plan to send this to a few of my clients because sometimes another voice besides my own can drive the point home!

Thx for the comments. Appreciate you reading and participating.

J,

I'm curious what brand you're working with. I know some brands have more challenges with social media than others, but as far as the 'smell of manipulation', I think the issue centers around a simple question: Are you adding value to the community you're trying to connect with? That's where I think creativity can open a lot of doors.

Having had a hand in corporate blog management, I can say that we have been relatively unsuccessful in creating a positive POV - just the opposite in many cases. The smell of manipulation casts a pall over the brand - and that in turn becomes the story - for better or worse

Great post, Doug... and great website. Every New Media Director, Emerging Technology Manager, Internet Sales Manager for every traditional media website needs to read this article and visit your website.

Really interesting post, Doug. As a consultancy which pitches to new clients all the time, one of the biggest struggles is how to explain what brands can do and how to get the ball rolling - this post really puts it into perspective!

Great post, Doug -- and great insight. "Don't try to be Burger King in a month. Be yourself in a month". Sage advice, for sure. Thanks for sharing!