What’s the right way for brands to use social networks? IS there a right way?
Armando Samuels over at The Next Great Generation has written a great article about brands on social networks, comparing their behaviour to “an ugly guy dating a really hot chick”. Well worth a read: Hey Brands, Get Out Of My Social Media Grill.
Some quotes:
“I’m tired of dealing with brands all over social media, I need a minute of my day when brands are not all up on my shit. Is that possible? I know that social hubs like Facebook and twitter are relatively new and brands are scrambling to figure out what’s the best way to use them, but let me give you some advice, “STOP! You are not fooling anyone.”
I’m not saying advertising is bad. I love advertising and believe in it, but what I don’t believe in is this idea that all brands need to be part of social media. Of course there are exceptions to the rule, but I’m talking about the other 98%.”
And:
“So how about we make a pact, brands of the world, stop trying to be someone you are not (my friend) and be who you are (a confident brand that believes in your product). I know you are there and if I don’t, I’m sure I’ll see you on TV or every time I open a magazine – just please stay away from my social network.”
I do wonder to what extent his view is representative of most people and, especially, most teens on social networks. I definitely think there’s something to be said for loved teen brands to be on social networks (maybe a better word is platforms?) like Facebook.
I suspect many teens just expect the things they love, be it MTV, Cadbury’s or Adidas to be in the spaces where they are, and find it odd when they’re not. Not in an intrusive way, just joining in the conversation with them, offering something tangible, putting in the effort and NOT mindlessly filling their news feeds with adverts.
Armando is totally right that almost everyone, teens included (or in particular?), are savvy enough to know when a friend, a product, a TV show, isn’t being sincere or is just interested in broadcasting, not in a conversation.
There’s a lot to be said for teens brands being confident and not acting desperate, but I think that’s more of an attitude to how to behave in a social space, rather than a reason not to be there.
