My friend Rubina Aggarwal sent me this video on social marketing and the future of publishing. I thought is was a “cute” way to talk about what’s happening right now on social platforms. I find it compelling that there remains a level of idealism about the power of social media with respect to brand building:
I was also reading Brian Solis and got to thinking about the idea that all brands are now to become publishers of media and content. Here’s a quote from Brian’s article.
As brands, we become media.
Through the democratization of publishing and the equalization of influence, we can create, connect, and attract a wider reach, establishing meaningful connections and building dynamic communities and interactive paths along the way.Everything starts with creation of a mission and purpose and fortified by the content we create, the processes in which we distribute it, and the activity that supports social objects and the reactions they engender.
Perhaps among the most powerful rewards we procure through dedicated publishing is the generation of good will, social capital, and influence. It comes at a price however, and the price is defined by the cost of resources, production, distribution, and support. In the end, you get out of it what you invest in it and the investment represents time, money, creativity, and passion.
While I agree with the sentiment, I tend to be a bit more realistic about what a major brand should hope to extract form social media. As a professional in the space, I’m obviously an evangelist of brands creating platforms for social relationships. However, I do not believe that all brands need to create deep content and media to be relevant in social media. In fact (sacrilege!) , I’d prefer that some brands do not spend their time creating content and instead, spend their energy creating great products, listening to consumers, and communicating only their value propositions that support their products.
Yes, all brands need to be in social media. However, content development without strategic merit is a waste of time, energy and money. I do not like to see brands wrap themselves in social platforms simply for the sake of “having to be there”, only to wonder what they got out of it when it’s complete.
Think about value. Think about outcomes. Building a social media platform should evolve naturally from there.