Sunday, January 13, 2013

Golden Child Or Golden Water?

Social media isn’t the answer.

With every marketer in the world clamoring to make their message heard, social media has gone from the golden child to the pool filled with golden water. The place is so crowded, nobody goes there anymore. And the days of buying likes, tricking people into consuming content and bothering customers into doing business are over.

Ten years ago, when the web was just a baby, and when we didn’t know any better, the set it and forget approach to marketing might have worked.

But we’re big boys now.

And if companies were smart, instead of drinking the pee water like everybody else, they would do the bold thing, initiate brave conversations about something bigger and create a whole new pool.

That way, they could be everywhere the competition isn’t.