Unfortunately, Social Media is used poorly and ineffectively by many of us. Today’s article “the social media bubble” on HBR blog by Umair Haque was mentioning some of the points that we were discussing with companies which wanted to enter the social media space in their marketing efforts.
I agree with most of Umair’s comments;
- There is relationship inflation and many relations are thin on the social media
- On trust & value issues there are problems in usage of social media (by both the marketers and the general consumers)
Yes; most of the relations on social media are thin, yes; most marketers don’t understand and make a bubble out of social media. However, if you know how to build trust & value, you can also build these online on social media. Just because we cannot use social media effectively doesn’t mean that social media is a bubble. We need radical marketers and C-level involvement to make things happen in the social media space.
As I wrote before; “It is amazing how many people in the marketing area are looking at social marketing from a very narrow angle.”
Umair’s final remarks are where I agree the most; “The promise of the Internet wasn’t merely to inflate relationships, without adding depth, resonance, and meaning. It was to fundamentally rewire people, communities, civil society, business, and the state — through thicker, stronger, more meaningful relationships. That’s where the future of media lies.”
Business executives must understand the future of media and should avoid involving their companies and brands in the social media bubble.
You can see my earlier blog entry on social media at “Social Marketing is not a tactic”