Admittedly – I am just not ‘that into’ social media. Whoawhoa – hold it with the stone throwing! Stay with me here. Yes, I absolutely agree the concept as a whole is invaluable across many facets of life. The ability to create a network of friends and like-minded people without the limitation of geography is amazing. To be able to communicate and share your personal voice and opinions across the globe is mind-blowing. …but I’m starting to feel like: SO WHAT?! – all anybody does is waste time! 98% of people are using social media to talk about something completely inane! (not an actual statistic) “Ooh I scored three rutabagas in Farmville! I took the What New Moon character are you – I’m Jacob! Here’s a photo of my breakfast!”
Full disclosure – I don’t technically have a Facebook. My cat does. Why him? Because he doesn’t have any embarrassing junior high photos, and then I have a fall back when that gotta-do-it-via-Facebook need arrives. Yes, even though I loathe Facebook, I am finding myself often shunned for not having a profile. People ask me why, and I think the best reason is…I just don’t want one!
However, apparently, I’m not alone in my feelings that social media is just…stupid. I came across this article from a fellow self-proclaimed heretic: Why I Hate Social Media by Matt Jones. Matt seems to feel as annoyed and bothered as I do. Are we over emphasizing the importance of social media, when we should be coming to the realization that we simply are using it as a new (and cheaper) medium to emphasize strategies that have always worked? As Matt puts it:
“The question for us all right now (and I include my own agency) is: What would happen if we acted on the implications of social media, rather than just use it as cheap media? What if we recognized that social media is really only shorthand for the multi-channel, hyper-connected, user-generated, co-created, always-on world we now live in — a world where the good gets what it deserves and so does the bad? What if we stopped getting all hot and heavy over the latest new media success stories du jour, and starting realizing that the real triumph of, say, the Obama campaign was the product and the story, not the channel used for storytelling? What if we took the social media “revolution” as our cue to stop creating tactical campaigns focused on amplifying our same-same stories and start creating better stuff and better stories to tell? What if we got really bold, and focused on creating products and services so inspired that “social” media does all our storytelling for us?”
Beautiful. Couldn’t have said it better myself (no really, I tried all day yesterday).
So maybe we should all just shut up about ‘social media’ and remember real marketing. The idea should always be that no matter the medium, you should be creating user-focused campaigns that create a holistic brand experience; in turn driving brand evangelism and natural positive conversation about your brand.
What are your thoughts? Am I overreacting? Is it weird and silly that I have a Twitter account but won’t bring myself to create a Facebook profile? …and just for reassurance, I am not a part of our social media team.