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March 12th, 2012:

What’s the point of social media?

I love this article from Mark Ritson in Marketing Week, questioning the wisdom of advertisers promoting their messages through social media.

Since some of the largest users of traditional advertising are trying to move most or all of their presence online, it’s very timely to question the effectiveness of the strategy.

As Ritson points out, “social media” literally means the communication channels that exist between people.  Not between brands.  He cites the recent TNS Digital Life report which found that 61% of UK consumers do not want to interact with brands on social media, and he sums up with a damning quote from the report: “Misguided digital strategies are generating mountains of digital waste, from friendless Facebook accounts to blogs no one reads”.