Tuesday, 17 March 2009
Social Media Is A Conversation - Not An Ad Format
We tolerate ads because we’ve learned that they sound like ads. That’s not what we’re looking for in the realm of social media. We didn’t sign up for a twitter account or fan an actor/brand/food product on Facebook to be bombarded with ads and spoken to like robots. We’re actually craving a human connection.
We want to see what you’re really like. If someone asked you for directions. Would you bring out some flashing lights and a big red buzzer and, holding the buzzer in front of the persons face, loudly shout ‘click here for directions to your selected location’? No you wouldn’t, you’d scratch your head thoughtfully, maybe look around to orientate yourself then simply, naturally, humanly tell them the directions as best as you know how. If you don’t know, you’ll probably give them an apology and politely say you don’t know.
That’s how humans talk. To effectively use social media, we have to aim and attain this level of human interaction. Why should I use you’re product? Well at least tell me why you’re passionate about it, why are you excited about marketing this product?
In the next age of ‘marketing’ (and it pains me to even use that term in this context) the killer ingredient, the competition-bashing USP will be passion. Demonstrating this passion genuinely through social media will work very powerfully for the brands that harness it. If you’re lacking in passion and authenticity, and are just looking for a ‘cheap’ channel to advertise on, your potential clients will be able to smell it a million miles off.
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