Tag Archives: social media

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Can we tune out “Media” to focus on “Social”?

Too many people only hear the “media” part of the “social media” world. That’s a problem because Social Media needs to be approached in a totally different way than “traditional” media. But, marketers’ primary objectives haven’t changed much since the advent of mass media – reach as many people as you can as cost effectively as possible. So, it’s little wonder that so many companies jump on social media as a “free” way to push their message at consumers.

Traditional media has a passive audience. But in the social world, there is no audience; there are simply people talking to each other. It is inherently active, and when the topic of conversation among people is brands, it gives consumers control of what the brands are about.

This lack of control makes “getting your message out” in social media an inherently flawed notion. Similarly, “counting eyeballs” that have seen a message in social media and trying to equate that with views in traditional media is a generally futile exercise.

Putting the emphasis on the word “social” means focusing instead on the nature of the brand conversations taking place and how to influence (not control) them.

While it’s unlikely we can change what we call Social Media, perhaps we at least change how we view it. If we can liberate ourselves from the “media mindset” and adopt a more “social mindset,” we will then be able to make significant progress in understanding how to engage, how to take part in the brand conversations going on around us, and how to build relationships in this new world.

"Pushing your message" equals static on Social Media channels.

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Digital habits of the rich and famous.

A new study has given us new insights into the digital habits of the wealthiest US citizens. It comes as no surprise that the “American Royalty” – as the group is referred to in Experian’s 2012 Digital Marketer: Benchmark and Trend report – spends more money on-line. The report also points out that the wealthiest U.S. consumers are twice as likely to need online access while on the go. Compared to other groups using mobile devices, American Royalty is:

•  74% more likely to send emails

•   50% more likely to access online entertainment

•  41% percent more likely to perform online searches

With an average of more than $40,000 available in pure spending money, it’s a safe bet that American Royalty are also using one of their many mobile devices to do some shopping.

Of course, the study didn’t focus solely on the wealthy. It also offered these little tidbits:

•  91% of today’s online adults use social media regularly

•  28% of smartphone owners watch video on their phone in a typical month

•  Pinterest is now the 3rd most popular social networking site behind Facebook and Twitter

 

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Are we getting two connected to social media?

Social networks allow us to stay in touch with all of our friends and acquaintances, or even touch base with celebrities and strangers the world over. Now there’s a new social media app that connects you to just one other person.

That’s right, Pair is an iOS-based social network for just two people. The point is to allow couples to share all their private jokes, pet names and other intimate thoughts with each other without loads of other friends or connections being in on the conversation. Imagine a wormhole tunneling through the vast universe of social media directly to your significant other.

Pair consolidates numerous social media functions – couples (or BFFs) can share thoughts, photos, video, sketches, and their location in an ongoing timeline. There are also a few obnoxious couple-style things like drawing together and even a thumbkiss – when both people line up their fingerprints on their screens, the phones vibrate.

So, is this app a sign that we are way too addicted to social media – or actually a clever solution to social media overload? After all, the more people you stay in contact with, the less attention each of those people receives.

For long distance relationships, or for people who travel frequently, this could be a useful, or at least entertaining gadget. But with all the other 1 to 1 communication tools out there (phone, texting, e-mail, dinner for two) we’re not ready to jump on this bandwagon just yet.