Who killed the Social Media star?

 social media

“I heard you on the wireless back in fifty two
Lying awake intent at tuning in on you
If I was young it didn’t stop you coming through
Oh a oh
They took the credit for your second symphony
Rewritten by machine on new technology
And now I understand the problems you can see
Oh a oh
 Video killed the radio star
Video killed the radio star
In my mind and in my car, we can’t rewind we’ve gone too far
Oh-a-aho oh..”

The above lines from the 1979 song, “Video killed the radio star” has been on my mind for a while. This song was important and sign of times, relating to concerns about mixed attitudes towards 20th-century inventions and machines for the media arts.

I don’t possess the Technical skills to talk about music but as far as Social Media is concerned, I believe I do and that brings me to the title of the post – “Who killed the Social Media star?”

When Tim O’reilly and Dale Dougherty coined the term Web 2.0 in 2004, it ushered in a new wave of possibilities for consumers and marketeers. Something like this:


Old School Marketing Vs New Wave

Unfortunately, we let go off the possibilities and since then the ecosystem evolved and settled into a marketplace where entropy rules supreme.

I am an eternal optimist, so I won’t yet give up on my brethren from this fraternity. So how can we do better?

1) Start harvesting, stop hunting: Brands or Careers, both are built over years, 5-10 years at least. There are enough frameworks which can guide you on how to acquire an interested user/consumer, keep him engaged, cared for and ultimately turn him into your brand ambassador. Focus your efforts and budgets on sowing the seeds, cultivating the relationships and the harvest will be magnificent. Year on year, once you have given 6 months of care.

This may sound tough but it is easy, because very few people are doing it and that’s your advantage.
Or keep hunting for the new fad, new set of influencers whose loyalties align with the money paid and hashtags. He is not there for you, nor for his followers.

Hunting may sound easy, because everyone is doing it, and that is exactly why it is useless.

2) Cover your consumers, not your arse: CYA is the most prevalent tactic in inter-departmental games. The casualties of CYA rest in peace in the idea cemetery. Every time you are saving your posterior by not standing up for the right thing, you are losing your customers. As a marketeer, your loyalty resides with not your boss, but with your customer and your brand.

The recent times were of Growth Marketing Hackers (not to be confused with Product Marketeers) and we all have seen how they failed miserably. The coming times will be of Creative Retentioneers, as technology and automation will take care of the rest and make you obsolete.

3) Customer care is the best Marketing tool you have: In these tough times to capture the mindspace of a consumer, when do you think you have 100% attention of your consumer?
When he talks to you. When he contacts you.

Once you have automated the obvious interactions, identify these touch points with the consumer and invest your energies in making those experiences beautiful.

4) PR is not Social Media: Repeat after me,
Bloggers meet is just another Press Conference.
Influencers interactions is just another paid activity, to be measured with same frameworks as you measure paid media.
Trending activities are propaganda.
Consumers recommendation is the Social Media for you.

Any thoughts, counter views and suggestions on reviving Social Media?

One comment

  1. Will A · April 28, 2017

    I guess that the fad’s come and go.
    Soon the term social influencers will fade the way that Google authorship did.
    I do remember the song Video killed the radio star
    And how shortly after it got popular,MTV took over…
    Everyone that was ugly in the music business just disappeared.
    No one purchased Christopher Cross albums anymore but the talent less
    stars that looked great filled MTV and the radio..
    Hopefully we do not go that rout…