They seem to be springing up everywhere, but where did they come from?
When I think about social networking and its use in marketing campaigns, I think about the grassroots activist movements of the 1960s. These movements, often in the forms of protests, harnessed a collective sentiment in order to prove a point. Often these movements ended in riots and violence...but that is besides the point.
Modern social networking came about once people finally became convinced of the validity of the internet (no mom, its not a fad). Once people and organizations alike created their virtual presence, the concept of social media, networking, and campaigning became a reality.
Just as people carried their personae into the digital realm, the everyday functions of communication, marketing, advertising, and purchasing all became virtual functions. Aware that an advertising opportunity was at hand, companies began selling pixels and tracking things like "hits" and "click through" and "entry points".
Companies are catching on to the trends and hiring firms that can leverage their brand identity through sites like Facebook, Twitter, Yelp, and a variety of other online portals. When conducted properly, a social media campaign can be much less expensive than traditional media advertising. A company just needs to start the buzz, and then hope the users pick up the torch and generate excitement.
Just as with any form of advertising, it can pervade your life. Companies are OBSESSED with pushing their brands to the point where we see thousands of brands over the course of each day. While pop-up ads are more or less under control, marketers are sneaky and can often invade your "private" space with targeted sponsorships and banners.
Implications: As
Lucas Conley points out in his book "Obsessive Branding Disorder," it may soon become impossible to discern the difference between a friendly recommendation and a paid advertisement...
Companies pay to generate word of mouth advertising, the same is true for social networking. Did Joe really enjoy the movie he saw last night, or did he get paid to post on his blog?
It is becoming more difficult to sniff out the frauds, and the internet is still a highly unregulated playing field. Wal-Mart has paid individuals to travel by RV cross country and stay in Wal-Mart parking lots. Of course their trip was documented and always had something nice to say about the big blue store... Eventually word got out that their entire trip was funded by Wal-Mart corporate and there was heavy backlash for deception and fraud. (Conley, 2008)
Disclosure seems to be the key deciding point as to the legality of a social campaign. If a company states up front that it is sponsoring the event, blog, twitter stream, there is much less negativity involved.
Disclosure: I have entered Groupon's
Live Off Groupon Challenge, a social media campaign meant to generate buzz about their deal-a-day websites across the country. Their intentions concerning the contest are fully disclosed, and therefore acceptable by current standards. The contestant has not even been chosen, and there has already been copious amounts of media coverage, from bloggers, to twitter, to traditional TV. This company has thus far successfully extended its reach through the use of social media.
While I do expect future regulation in this industry, I expect it will arrive as the result of poor marketing choices. Until that day arrives, know what you are reading and seeing, and do your best to validate the source. You do not have to be paranoid, but avoid naivete.
Labels: campaign, social media, social networking
