Twitter's Controversial Algorithm Changes: What They Mean for Your BusinessTwitter Vs. Facebook: Which One Is Better for Promoting Your Brand?3 Free Twitter Tools PR Pros Can't Live WithoutSocially Stephanie: Social Media for the Automotive Industry
Get Schooled by YouTubers: Content and Business StrategyHow to Build Your Brand on YouTube and Reach New CustomersThanks to Google, YouTube Is Now a Viable Channel in Any Social Media StrategyHow to Maximize Your YouTube Views and Subscribers [INFOGRAPHIC]
Technology & Data
New IBM Study Reveals 3 Key Characteristics of the Most Successful CompaniesTalking Strategy and Data with Shannon Lee of Precision StrategiesHarnessing Mobile Users: The Power of Big Data in Social AppsMinority Report: Confronting Privacy Issues in Big Data Gathering
- Tech & Innovation
- marketing automation
- Social Tools
- Small Business
- Social Organization
Recap from the First-Ever Employee Advocacy SummitFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
SMT Power Talk: Uncovering the Human Factor in Social Media Marketing (HOA)
Posted on February 7th 2014
Social Media can be as antisocial at times as it can be disruptive. Used as a broadcast channel, it becomes just another firehose spitting brand marketing messages to aim at the world. Bought Likes, fake +1s and bot Twitter followers frequently create a world where the word “social” stands for marketing that’s as sleek and distant as anything we saw practiced in the century we left behind.
Disruption, however, is happening. By degrees, every industry is changing. Public Relations firms are losing their clout. Publicity companies are struggling to help their clients be heard. The reason behind it all lies in authenticity and the sense of trust demanded by an audience that is no longer willing to accept pre-packaged messages and polished slogans. The change is making itself felt in many other quarters as well.
Sales are no longer driven by advertising quite the way they used to be in the past. Product reviews and promotions no longer quite work. And advertising budgets are no longer quite large enough to deliver the level of market share that companies and brands used to enjoy back in the 20th century.
The difference, of course, is us. Consumers. Empowered, mobile, well-informed and vocal, we no longer want to deal with an “image” or a “message” created just so that we can be “managed” better. We demand authenticity and a sense of personal connection before we part with our spending dollars, and that is what is driving change across every business today.
To deal with these topics and more, a new Social Media Today Power Talk Hangout-On-Air (HOA) over at Google+ will be held on 12th February at 12:00pm, EST. Hosted by yours truly with special guests Steve Martin and Alex Cote, it will look at the human factor that drives so much social media success, and the absence of which is behind some of its most spectacular failures.
Public Relations expert Steve Martin brings a wealth of experience in an industry that’s struggling to adapt to a world where, one could argue, its services do more harm than good. Alex Cote is with Cloze.com, and he will be helping us explore the human passion, work, sweat and tears that go into taking a startup from conception to launch. Bonus: there is a very human story to how these two gentlemen met, which you'll hear all about if you join us.
At 45 minutes long, we will be providing answers to some of the burning questions you have on social media marketing and the authenticity it demands. Join us over at the Social Media Today Event, and while you're at it think about jolining the Social Media Today G+ page too. (If you have other obligations, not to worry: we'll be reposting the whole talk on SMT.)
Hangout on Air (shutterstock)