A Quote by Simon Mainwaring
Too many brands treat social media as a one way, broadcast channel, rather than a two-way dialogue through which emotional storytelling can be transferred.
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Social media isn't a one-way broadcast; it's a multiway opportunity for dialogue.
More brands are waking up to their social responsibility and doing good work through cause marketing campaigns. Yet too many still go about it the wrong way. I mean 'wrong' in two senses. Firstly, they are marketing ineffectively, and secondly, as a consequence their positive social impact is not maximized.
Moveon is not a one-way broadcast media. The Internet, when used best, is a two-way media. We have a forum in which people can post comments and those comments can be rated. We get a sense of what people feel most passionately about.
There's an adage that is an apt description of the new dynamic at work between brands and consumers connected through social media: People support what they help to build. But now that many brands are launching community-driven cause marketing campaigns, the challenge becomes what to do next?
There are fewer media writers in traditional settings. That is a beat that many legacy brands cannot afford. On the other hand technology writers are writing about media in ways they didn't before. As a consequence of the shift, there is less interest in many ways in the activities at some media. If you look at coverage of media as whole, the decision-making at the three broadcast networks and the cable channels, for instance, is much less of a focus than it once was. The guts of what goes on at Fox or CNN or MSNBC probably has less impact than it once did. It certainly gets less attention.
The social media platforms have taken over the distribution of news globally. They treat a lie the same way you would treat a fact.
But I'd rather help than watch. I'd rather have a heart than a mind. I'd rather expose too much than too little. I'd rather say hello to strangers than be afraid of them. I would rather know all this about myself than have more money than I need. I'd rather have something to love than a way to impress you.
It's funny: I spend time in the book criticizing social media, but I'm also aware that a lot of my success is because of social media. I can broadcast myself and my work to thousands of people that are following me or my friends. I do think that social media can be good for self-promotion.
Brands must be very specific in their choice of social media platforms through which to communicate their CSR or cause messaging.
Brands' use of social media is not a matter of yes or no. It is simply a matter of how and when. The next generation of consumers will expect their brands to always be available, providing interactive experiences and bringing value to our lives by taking advantage of social media tools in their marketing communications
I dislike the phrase 'social media.' 'Social media' is merely a way to describe new tools in an old and narrow paradigm where we measure success by how many people are reached.
My social media world is detached from my friendship world. I'll have friends in real life that I don't follow on social media, because I don't really look at social media as the way of connecting to friends. For me, social media is like a business tool.
I think that, in terms of mainstream storytelling, the rebel gets off way too easy. We're way too hard on the insiders and way too soft on the outsiders.
By now, the corporations that dominate our media, like alcoholic fat cats, treat this situation as theirs by right... Their concept of a diversity of views is the full range of politics and social values from center to far right. The American audience, having been exposed to a narrowing range of ideas over the decades, often assumes that what they see and hear in the major media is all there is. It is no way to maintain a lively marketplace of ideas, which is to say it is no way to maintain a democracy.
My definition of media? 'Anything which owns attention.' This could be a game or, perhaps, a platform. Ironically, the media tends to associate media with publishing - digital or otherwise - which, in turn, is too narrow a way to consider not only the media but also the reality of the competitive landscape and media-focused innovation.
If I did have social media, I would spend way to much time on it. It is way too addictive for me.
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