Posts tagged ‘influencers’

June 29th, 2010

Events: real life climax for Social Media activation

by Laurent François

Citizens!

I’m just back from Solidays, one of the biggest music festival against AIDS in France. For the 1st time, we’ve really experienced the power of “real life” climax for Social Media activation:

  • an iPhone api was developed to give attendees full details on concerts, interviews, access to blogs and to make them connect online Solidays spaces
  • people were reacting, commenting what they were experiencing on Twitter: hashtags become a way to text the whole planet what you’re feeling
  • they were looking for videos of the concerts on YouTube or Dailymotion
  • associations were taking people emails in order to keep in touch after Solidays
  • other publics had the chance to get some contents from the event: a way for attendees to share with other people the event. A way to give a second-life to the event

Events are Social Media amplifiers. Events are probably the most natural space for … online conversations.

April 29th, 2010

Can Social Media washing exist ?

by Laurent François

Citizens!

I had a very interesting argument with a friend of mine who’s journalist. In a very provocative way, he tried to tell me that my job was like greenwashing, but in Social Media.

Let’s quote greenwashing definition (Wikipedia):

Greenwashing (green whitewash) is the practice of companies disingenuously spinning their products and policies as environmentally friendly, such as by presenting cost cuts as reductions in use of resources.[1] It is a deceptive use of green PR or green marketing. The term green sheen has similarly been used to describe organizations that attempt to show that they are adopting practices beneficial to the environment.[2]”

So to say: that I could spread wrong facts or biased information to general public in order to improve my clients’ reputations.

Problem is: even if Citizen L. was Citizen Kane, it won’t work in our digital world.

Why that?

  • because truth always emerges, and even faster now through Social Web
    – if a lie was diffused among a public of influencers, they could have a very aggressive posture
    – you can now face and analyse facts in very diverse, parallel ways: access to these data are not vertical anymore
  • because influence is about working with relevant & legitimate people. If you go & look for a referent person in a specific field, you can hope that he’ll check & analyse all the messages we sent to him
  • because in the digital world, you don’t have the right to errors anymore. For the first time in communication history, lies are weaker than denials
  • because influencers are also journalists (good news)
  • because trying to infiltrate forums is just not possible: IP makes you feel like a white rabbit in front of hunters
  • because influencing means convincing, not spamming