Social Media is not ONLY about Marketing
Was part of a lot of panel discussions in the last month and what disappoints me the most is the attitude of the agencies out there and also thereby the acquired attitude of the brand manager.
Social Media is becoming all about marketing to most. It’s just marketing and ROI. Brands are assuming that people are out there, eager to engage in a conversation with brands.
Wake up! They don’t care about you.
Social Media is not about Marketing. It’s about people having conversations. These are regular people, not like the people who you deal with everyday (in your office, who just care about brands). These people don’t care about brands in their regular conversations.
There are different kinds of people out there. The happy ones, the sad ones, the grumpy ones, the forever alone ones, the bitch-please ones, the trolls, the critiques, the dumb ones..
Not all want to be marketed to. Few do. Do you care about what conversation you are having with these specific people?
This is what I learnt in a couple of colleges where I was attending a few lectures and also speaking: You talk to people about insights, tell them stories and they’ll give you their attention. Start telling them only about your brand and they’ll tune out. They’ll start playing with their phones and start talking to people around them. Now how you weave your brand in a story - without wanting to be the main hero of the story - is the challenge.
Basic behaviour - the most clicked button on Youtube? The Skip button. What happens when an ad comes on TV, people instantly go for their remotes. A pop-up on your browser? Lol! What happens when a Call Centre guy calls you with an offer? What happens when a random guy approaches you in a mall to sell you something?
You don’t want to be spoken to. You think the evolved people on the web (specifically Social Media) want to be spoken to about your brand all the time? What people are forgetting is that, as technology and platforms are evolving - the people are evolving too. People are evolving faster than you and your brand. Their behaviour online is changing.
Always remember, Social Media is about people and conversations. It’s not only about marketing.