Social Media?

Call Me Old School

I know, I know, you have to be a believer in social media to get any kind of job, have any kind of impact in marketing or advertising, right?  Truly is funny seeing that the term is less than five years old and advertising has been around since what, the beginning of time?

It isn’t a trend. It isn’t a viable strategy. It isn’t really anything – just a different way to communicate. What does that mean for a brand that wants to get their message out?

Hire a bunch of interns to get entrenched. They don’t need to know anything about your brand, your brand equity, your brand relationship - and last but not least, actually purchasing, using and liking your brand.

No. No. No. They just need some of their twithead friends (that they have followed to only increase their own following) to just SAY SOMETHING. The ultimate nothing.

Please, brand owners, don’t fall prey to something that can get you nothing. Go back to basics. Breathe, take a step back and try to understand the people that buy and like your product. No twithead is gonna change that. Nothing will replace the quality and care you put into your product. Nothing will replace the message that is inherent in your true brand. Nothing can trump quality.

So twit away. But don’t lose sight of your core brand benefits and your core audience. After all, remember that a tweet is just that – a random birdcall early in the morning, calling out to any birds that are close by and give you random nothingness in return. That will never change your product, will never change what your product stands for, will never change one single thing about the real reason consumers like your product.

I thought I thaw a tweety rat!