You can’t buy your way into social media. What may require tens of millions in traditional media simply isn’t necessary in the social media space. In fact, tossing more money at your advertising issues simply will not solve them the way it may have in the past. You must look at your goals and engage in the conversation. This is not nearly as expensive as one may initially think.
A great advertising Creative Director once asked what I thought of the TV spot his mass creative team was working on. After reviewing the boards, I told him that it would be great at raising awareness.
He in turn raised a concern, “awareness isn’t our problem, credibility is”.
He was right.
I wasn’t able to convince the company we worked at, or the clients we worked for, that credibility is earned by character, not wealth… but the days of convincing in this business are quickly coming to an end.
Burning at the other end of the candle you have insight from Cory Doctorow, whose seemingly counter-intuitive approach to promoting his printed sci-fi novel by releasing is digitally for free online, “piracy is not my problem, obscurity is”.
He was right too.
Cory, of course, has risen from obscurity to the ranks of a successful writer, editor and co-contributor of BoingBoing. Now obscurity is no longer his problem either.
Both advertisers for multinational blue-chip brands with millions of dollars at their disposal and authors of non-commissioned science fiction novels are finding that social media allows for the great balance of raising awareness via credibility. Money has little to do with it – social media is about listening and talking, so put your mouth where your money is and start the dialogue. Assuming that money will fix what ails your brand will cost you time, resources and potentially your overall success.
Tweet This!
Print This Post
2 Responses to “Put Your Mouth Where Your Money Is”
Leave a Reply
Additional comments powered by BackType
March 24th, 2008 at 10:41 am
Great post. Curious to see your thoughts on the recent Economist article on Social Media.
March 24th, 2008 at 10:51 am
Thanks for the comment Sulemaan. I have not read the article, but will check it out for sure.
Collin