I would guess the social web started to “mainstream” itself around 2008. Here is a nice overview.Since then we have seen nearly every brand, company, celebrity et al adopt some sort of SM strategy. The bigger ones either hire internal teams or rely on contractors to run their profiles. Some, but not many, do it themselves. And, after a lot of observation – yes this is anecdotal – I proclaim social media or the social web … dead.
Dead as a doornail. Dead like yesterday’s news. Dead like some not alive thing anymore. Ok. Enough. I am a Cluetrain guy and the current state is so NOT-CLUETRAIN! The strategies are off target. The executions are simplistic and the now level playing field all but makes this social web thing of no use whatsoever. We have parity across the board and when everything is the same, nothing stands out. I cannot think of a single celebrity or brand that has caught my attention in the last 6 months. I am an avid golfer and … nope, no one. I am a musician … nope, no one. I am a Mac geek … zilch.
The problem I believe is that this role is such a low priority, the idea of having experienced, interesting and creative staff at the pittance they earn leaves us what we now see. Here are some suggestions to cure the common faults.
A celeb where the stream is just pictures or old pictures if it is a celeb with a long history. (That is PC for they don’t look so good now, dredge up shots from the 60s!)
If you are handling a celeb’s account sure you can use Instagram or Pinterest for pictures. But why not really engage your audience? Tell a story about them. Maybe a list of things you didn’t know about this celebrity? Or a Q&A with them? Now if all of these are not possible because you have no contact with this celebrity, then that proves my point. This is worse than crappy advertising – at least an agency gets to meet the client?
A band where the stream is one constant digital-postering session “We are playing at!!!!! We are appearing at!!! Enough. We get it.
Put a calendar on your site and take me to it then send me RSS notice if you are near where I live or use one of the “follow-me” music/band sites they do that for you. THAT is social media. Oh and sell me a CD while you are at it. Or gift me a tune to entice me to buy a CD – or gift me a CD if I get unch of new folks to discover you … this is too easy!
An organization that streams feel good “happy-happy” stories non-stop. I think this one gets me the most.
There is nothing to be proud about posting banal, useless Hallmark-like platitudes. If you are a brand you should know what your brand’s personality is. If not find out. If you are a company or person who is supplying this service to a brand – ask them what their brand personality is? If you have no idea what I am talking about … get off the net. Thanks
Folks the Net is all about connections and relationships. It is NOT about content. Never was never will be.
Folks the Net is all about connections. It is NOT about content. Never was never will be.
The last thing I need is more data, information or content especially useless data, useless information or useless content! What I really need are efficient and effective utilities and tools that I can customize to make my life easier, more efficient, happier or satisfying.
Your brand – whether it be a personal brand or a large corporation or product – should be making me a better person.
You’re not doing that right now.