blogitto ergo sum

September 19, 2012

#209 – Social media; you need a friend for that

Filed under: business buz,mmmmmmarketing,Opinionated — yael [ya-el] wagner @ 03:10
Tags: ,

Who’d you turn to for a good solid, reliable advice? It depends. For TV, I go to Bill Sheppard. For Pizza, I turn to Mohammed from Via Mia.  Martin Lister is for Apple Inc., best iToy apps and media, among other things. Dan is for cameras and photography [and then some].  For many years [in Israel], for car picking I turned to Amos. For electrical it used to be my dad, until electrical become much more electronic. I could go on.  I have my subject matter experts whom I trust, and know their advice to be a solid one.

Source: http://www.cartoonaday.com
By Bryant Arnold, Published: 18-Feb-11

Not that long ago, no one said, “I got an app for that.” We “had a friend for this.” Pre-googling, a thorough search meant a few “do you know somebody who knows something [read: A LOT] about this thing?” Between my family & friends network, I rarely had to make a decision without an expert’s advice.

Fast-forward.  With a marketing cap on, calling our contacts on FaceBook “friends” was a brilliant idea, exactly because of the trust value associated with friendships.  So what if this wasn’t the initial motivation.  The length of incentive, fake or not, and all other manipulations used to get us to like and follow a brand, and share it with friends are the best testimony for that.  It’s brilliant because we do indeed care, some of us more, some of us less, what our friends do, see, read, listen to, BUY.

Again, social media is built on the assumption that we pay attention to what our friends enjoy, like, buy, enjoy and a brand can harness this to promote itself, grow brand recognition, and improve its NPS.  Thing is, our friends, the real ones that is, don’t press us to buy and spend [other than my iApple friends].  And, as far as friends go, trust, respect, willingness to listen and accept opinions and recommendations, are all built on many positive, fun interactions, all non-commercial in nature.  Social Media marketing campaigns and promotions cannot expect to replace that shared experience with a few posts on Facebook, a couple of tweets, and “like me,” or “follow me” manipulations.

“What’s in it for me” is not a daily or a weekly test that our friendships need to pass.  We seek friends’ advice when we need it.  We are likely to put a distance between us and a friend who frequently offers unsolicited advice.  And of course, we want to have our chance to express an opinion or two, feel heard.  But when we are ‘encouraged’ to like a brand page, follow brand’s tweets, retweet and share, “what’s in it for me” is a legitimate and acceptable question.

A lot have been said, tweeted, posted and done WRT social media.  We got stars, gods, gurus and companies claiming mastery of this youngster.  A few manage to milk social media, which means that it’s the first virtual [cash] cow to produce dough.  Few are amazing in their vision, insight, advice.  Many are as good as you and I.  Many fail.  GM’s pulling off its marketing/ad budget off FaceBook helps those who don’t dig it at all, happy to say that this king is naked.

It is not. I am laughing as I type, “only the smart ones can see the amazing outfit.”  Thing is, it’s too early.  Social  Media is not yet as well-tailored as marketing and branding branches that have been around for decades.  Think of the shifts in marketing and advertisement budgets, from newspapers to radio, to TV… the first web banners… think Google…  and now things are up for more change.  it’s exciting.  It offers amazing opportunities to succeed and to… fail.

It’s here to stay.  Next, some facts and more observations.

TBC.

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1 Comment »

  1. I have two more theories about some of the “but” responses:
    1. People are afraid of “jinxing” the good fortune, so if they acknowledge the imperfection of the mostly happy moment, they think that they’ll extend its life. Think of the “knock on wood” habit that so many people have when they comment on something positive that’s happening in their lives.
    2. Experience teaches most people that good times (like bad times) are temporary, so they’re shielding themselves from the eventual slide from good to less good by including the but.
    Just a couple of guesses.

    Comment by Lisa Pampuch — September 24, 2012 @ 07:29 | Reply


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