There seems to be a growing tension in the world of social media!
Almost every client brief now asks how we would place brands within the social environment. And I find myself questioning if there really is a place for every, or even any brand, within our personal pages online?
Aren’t the likes of Facebook and Twitter the realm of mates rather than marketing, of chat instead of commerce, of sharing, not shopping?
Perhaps it is for these very reasons that brands are so keen to be part of the social sphere? Marketing managers doubtless recognise this ‘emotional’ environment as very different from the “rational” destinations they create for their own brands online. They no doubt also note their own changed state of mind, when looking at their Facebook pages or writing their latest Tweet? These are times when we are all off-duty, open-minded, less cynical and potentially more receptive.
As an agency, we DO believe there is a place for brands within the social sphere, but only if a certain mindset and approach is applied:
- social media is a personal, emotional space – standard advertising and promotion isn’t appropriate
- context and personalisation are key, relating to users, their likes and dislikes, preferably on an individual basis, are likely to engage and, therefore, succeed
- considering and involving friends and groups is a powerful way to achieve relevant and timely interest
- overall, this is a pretty intolerant space – ‘road-blocking’ or ’spamming’ is guaranteed to create a negative brand reaction
In summary, our belief is that there is no problem combining brand messages with our personal spaces, as long as sensitivity and care are used.
Playing devil’s advocate now, allowing advertiser access to our beloved social media sites may be a necessity anyway! Facebook, Twitter and other social spaces operate under generally unsustainable revenue models today. Inviting brands to get more involved may be the only way we can hold on to these sites we have become so attached to.
Indeed, it would appear that Facebook’s recent news about imminent profitability is heavily driven by The Gift Shop, Facebook Connect, and other ways brands can engage on a deeper, better informed level with consumers, as opposed to monetisation of display advertising alone.
October 18th 2009 Filed into
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