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The Future of SocialMedia
.We all use social media, some of us work with brands whouse social media to greater or lesser effect.And we’ve all seen case studies, from media owners,distribution companies, colleagues and bloggers. So I’mnot going to cover the same ground. I’ve been to a coupleof conferences recently which were mainly meant for marketing folk, and the speakers were some of the topstrategists working in social media, some techie, someagency and some brand marketers. And they were tryingto explain a little bit further ahead than the case studiesdo, to really go into why stuff works on the internet. So I’vetried to pull some of the strands together.….What’s going on,What we can do to help our clients.
 
And what we can do ourselvesI’m going to talk a bit about how changing technologyaffects brands, so it is worth having a look at what a brandwas. If you go back to when products like Coca Cola werelaunched, the brand was a symbol that you could trust andrely on to deliver quality and value for money. This workedbecause in the days before fast communications, the onlypeople you could rely on for information were family andfriends, and probably only those in your immediate vicinity.The brand became a mark of reputation – almost like asubstitute for someone you know having told you thatcoke tasted good.
 
We haven’t changed – our species has grown up aroundnarrative. Linguistic development gave us the competitiveadvantage to out-evolve our closest competitors.Companionship and a sense of belonging are basichuman requirements. We need to belong to tribes,whether through shared interests, family bonds, religiousbeliefs, or supporting the same team, as this feeds our sense of who we are – it makes us human. Technology just opens up wider groups of people who share our interests – the tribes become bigger, and better informedThe idea of brands as a substitute for information grew upin the industrial age. The broadcast transmission of information belongs to this era too: it is a linear process
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