Social Media. One for the sceptics and cynics of the online world.

The dawn of the 20th Century saw the professional development of a special breed of influencers. Forget philosophers and political leaders. These are the men and women of the marketing world. The ones with the real power…

Marketing techniques have followed the same line of trajectory as technical advancements. From humble beginnings on billboards and in magazines to radio and TV. Then came the internet. Banners, pop-ups, email, then… Social media.

Little wonder then that with the development of social media in the 21st Century, every marketer is looking for new and inventive ways to exploit it.

Marketers are making wonderful use of Twitter as a way of truly connecting with their customers.

Twitter_icon

Social media marketing has changed the marketer/customer dynamic from a one way street to a two way street. This change to a century of marketing best practice has meant most marketers have had to throw the rule book out the window and start a fresh.

The early days of Twitter were an innocent time for marketers where trial and error was the order of the day and social media gurus were still mere mortals.

Social media as a concept is still in its infancy but have marketers already killed its innocence?

Marketing efforts on social media appear to have gone from playful and innocent to sinister and manipulative in double quick time. Consumers are not unaware of this shift however and are perhaps not as passive as marketers presume/wish. The scepticism and cynicism that some consumers view social media interactions is likely caused by the fact that, unlike other media, it was popularized and adopted by the consumer before the marketer. I see this role reversal as a key influencer in the way social media has been approached by marketers and the power that consumers hold over them in the digital space.

The clued in consumer views many Twitter interactions with a suspicious eye. Take this perfectly innocent conversation between consumers and what turns out to be 5 big UK brands.

Twitter conversation

Image courtesy of Buzzfeed.

Is this a perfectly innocent serendipitous turn of events or a well-choreographed Twitter ballet?

Probably the latter but it has humour, connects with people and most importantly in my view, doesn’t appear to be trying too hard. Two thumbs up to the social media Sith Lord behind it.

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