Citizens!
According to eMarketer, “40% of brand representatives around the world felt social media posed new challenges to the integrity of their brand. More than a third said that social networking sites affected brands significantly enough to bring about changes in marketing strategy” . Interesting statements; but I guess that the following conclusions are not enough: “But with 500 million consumers reachable on Facebook, and a host of other networking sites, services like Twitter and the rest of the social web, the challenges may be worth it. More than half of brand representatives told MiresBall and KRC that social media gave them an opportunity to reach new customers”
It’s like if marketers were missing a level: it’s not Twitter nor Facebook that are at stake, it’s more generally the way people lead their daily life, the way they talk to one another, the way they priorize things. At the end, we don’t really care Facebook nor Twitter (for instance, in South Korean, NO ONE cares).
Focusing on 2 trending networks cannot be a good attitude: it lacks strategic implications. For instance, if I were Uniqlo, I would probably try to see which channels can be interesting, true. But I’d start with a simple objective: why do I communicate? Once I’ve found my reasons, what’s the value proposition? And only then I’m gonna ask which supports can propagate this value proposition. Supports and not channels: because for instance, supports can also be a limited edition, a flashcode, a media partnership.
Focusing too much on Social Media is the same mistake than focusing too much on advertising or retail: all these practices are part of a same effort. It’s because the world’s changing than Social Media is changing the world.
Friday, September 10th, 2010, 6:04 PM | 
brands, change management, creativity, digital influence, marketing, social media | 
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September 10, 2010 at 6:05 PM
Is Social Media changing the world or is the world generating Social Media? http://bit.ly/8YAQqF
This comment was originally posted on Twitter
September 10, 2010 at 6:06 PM
Is Social Media changing the world or is the world generating Social Media? http://ow.ly/2CogC
This comment was originally posted on Twitter
September 10, 2010 at 7:12 PM
Very Good question RT @lilzeon: Is Social Media changing the world or is the world generating Social Media? http://bit.ly/8YAQqF
This comment was originally posted on Twitter
September 11, 2010 at 12:46 PM
Is Social Media changing the world or is the world generating Social Media? http://bit.ly/8YAQqF
This comment was originally posted on Twitter
September 11, 2010 at 9:36 PM
Is Social Media changing the world or is the world generating Social Media? (via @lilzeon) http://bit.ly/b2CCH6
This comment was originally posted on Twitter
September 12, 2010 at 4:30 PM
Is Social Media changing the world or is the world generating Social Media? http://bit.ly/8YAQqF [myFaveBlogger]
This comment was originally posted on Twitter
September 12, 2010 at 4:47 PM
Be or not to be
! RT @naro – Is Social Media changing the world or is the world generating Social Media? http://bit.ly/8YAQqF
This comment was originally posted on Twitter
September 12, 2010 at 7:36 PM
@Rboussicaud ! RT @naro – Is Social Media changing the world or is the world generating Social Media? http://bit.ly/8YAQqF
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September 13, 2010 at 11:00 PM
It’s like the eternal chicken/egg question: Is social media changing us or are we changing social media? http://bit.ly/ddAO9h
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September 21, 2010 at 10:46 PM
http://su.pr/28P2Us – Is Social Media changing the world or is the world generating Social Media?
This comment was originally posted on Twitter