Social Media is No Place for Good Marketing Anymore | PROFITguide.com.
The premise of this article by Bruce Philp, is that social media is now fully automated so genuine conversation just don’t exist anymore. The truth is that there is a lot of automation, but real people still answer messages and make useful and meaningful contributions.
In one case I know personally – The Barbados Tourism Encyclopedia, with several thousand active fans, has a dedicated set of real people responding to question. in addition real people create information updates which are scheduled out by automated services. The COO of the company will take photos of things that crop up and are interesting and post them manually at anytime. So to do others within the company. Its a case of using tools and being real. Social certainly has a growing importange in content marketing in the digital age.
social media in information marketing
As the chart shows, Social media is just one part of marketing, in my mind it is growing in importance yet changing in its role. I can’t agree with Bruce Philp that Social Media is no place for good marketing or that you are “Probably Wasting Your Time on Social Media”. But he is right about a lot of the details and increasingly poor engagement on social media and Facebook’s plummeting organic reach is a concern.
As he says “If the number of genuine consumers using social media isn’t dwindling, there’s an increasing sense that their level of interest is—and that they’re finding more agreeable company in a growing constellation of more socially intimate mobile apps.”
He also adds that “For the size of its audiences, social media marketing is labour-intensive and high risk. Marketers do it in hopes of getting “influencers” to sprinkle their brands with the pixie dust of peer endorsement. But this logic falls apart when social media communities turn anti-social. When that happens, companies are risking their reputations to impress the wrong people.”
Then on the bright side he tells us that “Not all social media marketing is a waste of time—when it works, it offers some hope for a post-mass-media world.”
I like his parting words of wisdom: “If your brand already has a social media community, cherish it. But if you think you’re going to find one now, be careful. That ship might have sailed—and the people it left behind might have had it coming.”
Bruce Philp is the author of Consumer Republic, winner of the 2012 National Business Book Award. He is a brand strategy consultant building effective messaging systems for clients. It takes time to do it right and it can’t be done as he says by Trolls. Still apps, systems and process are vital in today’s marketing. We cannot do without them and to ignore systems and technology is just missing the boat. I wrote about the 4 Ps of marketing in the digital age, way back in 2008, and will be updating this with a new blog on the 4 E of Engagement soon.
For more on Bruce Philip Read his article on PROFITguide.com
Also see realted post on the Death of Social Media and my rants on being anonymous in the social age
Fred Wilson On The Death of Social Media and What Happened In 2014 – Business Insider.
social media indexing network 2014
Fred Wilson, venture capitalist and renowned futurist when it comes to predicting winning technology, has a reason to be interested in the future of social media. He spotted the emergence of social media early and his firm, Union Square Ventures, invested in Twitter, Tumblr, Zynga, Foursquare, and others.
Today Wilson fears social media as we know it died in 2014. “Entrepreneurs and developers still build social applications,” says Wilson. “We still use them. But there isn’t much innovation here anymore. The big platforms are mature. Their place is secure.”
He believes that several new trends are now more important and key amongst these is Messaging apps. “Messaging and mobile moved into the enterprise in a big way in 2014.’ He says, and he points out that Facebook’s acquisition of WhatsApp defined this trend.”
He also goes on to say the “sharing economy” was outed as the “rental economy.” Amongst other disruptive trends he picks crowdfunding, mobile OS, xiaomi, video and he seems pretty down on the cloud as we enter 2015.
Read more: http://uk.businessinsider.com/fred-wilson-on-what-happened-in-2014-2014-12#ixzz3NwiQ6AOm
Also see other post on Social Media Marketing Anonymouse in the Social Age | Brand Engaement on Facebook falls in 2014 | Publishing on Social Media in 2014
Facebook Terms of Service.
The latest policy changes at Facebook now make it clear as day that the own your data..
Below is an extract from https://www.facebook.com/legal/terms
“For content that is covered by intellectual property rights, like photos and videos (IP content), you specifically give us the following permission, subject to your privacy and application settings:
you grant us a non-exclusive, transferable, sub-licensable, royalty-free, worldwide license to use any IP content that you post on or in connection with Facebook (IP License). “- Facebook Terms
It goes on to explain what happens when you delete content and when you publish it. But the essence of Facebook rights to your data are expressed above.
So without question they have right to do use the data you provide and to even place advertisements within it. As they did re my article about booking’com.
The real question is ‘is this right and moral” – Its not the way others work, not how Google works and to me it seems wrong that they should insert ads into your posts or so attached to them that it conveys the impression that you are sponsoring the person noted in your post.
You may just be commenting on an issue concerning a brand for example, and in that case you don’t care to have it appear you area fan or supporter or in any way promoting the.
Implications for art and artists
Content ownership and influence by association is a particularly taxing issue for artists and entertainers who may comment on a brand simple to express a point of view and who do not want that to be seen as an endorsement. Brands too need to be respectful of artists and not push products in front of them just to be seen by association and gain subliminal exposure and endorsement.
This is an issue we are beginning to take seriously as brands and artists form alliances and as brands move forward to support artists, and in some cases look for opportunities for association.
Will be writing more on this in the future. Love to hear your opinions and experiences.
A Balanced Respective
To be fair – it is not all bad news and the new terms to clarify what Facebook is doing to help its users take more control of the Facebook experience – see business insider>>>
What do You Think
What do you think of Facebook rights? Should they use your content is a way that suggested you are sponsoring a brand?
New Report Reveals Just How Drastically Brand Engagement Is Plummeting on Facebook | The Content Strategist, by Contently.
Total engagement for the top 10 most-followed brands on Facebook has declined 40 percent year-over-year. This is largely as a result of FB changes to the position of post in the FB Newsfeed.
As they say “The bottom line? Build an audience that secretly belongs to a social media mob at your own peril, and don’t be surprised when the brands and publishers that own their audiences are the only ones that survive”.
Facebook Ads in our Posts
I posted a link to an article about Booking’com to Facebook. To be exact I posted it to buffer an automated service that schedules links out to several of my profiles including Facebook.
The post looked like this (see on right) – A snipet of the article and a HUGE Ad featuring Booking’com. Now I did not POST that Ad, it was not even in the article I posted, so clearly it was Put in my post by Facebook…. Interesting!
Are our communication, post and shares now the new media for ads?
Maybe we should expect that because FB is a free service and they need to advertise client to support our community. But really, isn’t that a bit much?
Should we not have a say in who sponsors our posts? I think we should, what do you think?
I imagine this is done automatically within the ad system. It is fully automated so I don’t have a person to contact and discuss how I might control this in the future. That got me thinking just how social is social anyway. We are sharing and engaging with people many of which are using automatic tools even to answer comments on post, let alone post on many sites. I have not problem with automation to help get the job done – but are we paying too high a price for automation, is it making us all Anonymous to some extent.
In this case, I am unknown by Booking’com who have advertised on what I think is my Content. Lets not get into that argument, it’s not the point, it does not matter if it is my content or not. They are advertising under my name, I am pretty sure I own that…. I think!
Does this get muddy or what? But lets not get sidetracked. The advertiser here is in a post I wrote, bold and Big with Images and Text far in excess of my Post which is overwhelmed by their promotion. They probably do not even know it! They certainly don’t know who I am – and that is my point.
Anonymous in the ANTI Social Age!
Automation has allowed us to be everywhere, a million of us all at the same time, everywhere, all at the same time in the same place. Yet we are invisible in the noise and clatter of systems pushing text and images, ads and communications at us. Social Media we thought was about point to point, person to person and persons to groups and the end of Broadcast Media and mass communications. But it is not. It is becoming another form of mass media where our content is infused with propaganda not of our choosing and delivered to many we do not know and, to our embarrassment, to some we do.
We are in the age of mass media where content is often created by both consumers, suppliers and media, merged and mingled by autonomous systems and delivered by systems, to where we are not sure. Systems deliver our communication based on rules, assumption and directive we agree to. They go to sites, pages and people who in turn share, comment and create the next cycle and the next cycle of content and comments is merged, mixed and propagated by the channels and systems we subscribe to.
We don’t control it, and the worst is still to come.
For more information on Annonymous in the social age see my follow up post which expores the issue in more detail – new-social-media-in-post-ads-are-unfair-to-all-i
I have been reading about the death of Twitter lately and, like Mark Twain might have said; “the roomers about its death are greatly exaggerated”.
Twitter may well be in a transition and yes, its lost some of its relevance in the micro-blogging world which is now adopted by pretty well all the bookmark and social sites. Even Press Releases are asking us for a bite sized summary. We need to remember that Twitter started it all.
I curated an article that listed the 5 points why “Twitter is Dying” there is truth in all 5. But it’s still a powerful web entity and I believe that the community will revive. Personally I use twitter daily – i don’t necessary go to the site online but I do look at my emails from twitter. I look for interesting articles and ideas that are helpful. If I like them I know that someone like me will like them and I share those that relate to my market, travel and tourism, right here on this website.
Its an valuable source of content and much of it is original ideas and sharing. Many of the post you will see in this site were discovered on twitter, and with over a thousand views now each month I think that it is resonating and clearly you are reading this because it has some significance to you. So, I for one, am for #TwitterStayingAlive.
I have to admit that I have not got this tweeting thing fully automated. Automation is great and we cant do without it. BUT, the tools I have tried for Twitter just don’t turn me on. In fact they really turn me Off. So all of my re-tweeting, replies and comments are manual, and for that reason I ma not a very prolific users. Every few days I look at my email and I re-tweet good content manually. I select what to post manually and always have a very personal point of view!
Ok – I know I am a bit old fashioned. I do use Bufferapp to schedule post from this site and it works ok. I do need to upgrade to Buffer pro status and it will work better – I am looking into other options.
Anyway – this is just quick thoughts, must not get carried away.
Love to hear what you think about #TwitterStayingAlive and what tools and automation works etc.
For the record here are 3 things I Like About TWITTER:
1. Great source of relevant content from people you admire
2. Powerful links to site you tweet about (SEO)
3. It forces us to be concise and cuts through too much rambling and noise on the net
AND – It is just the beginning of a fully integrated autonomous intelligent network. Will write about this later!