Is Social Media changing the world or is the world generating Social Media?

by Laurent François

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.

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