The Musings Of An Opinionated Sod [Help Me Grow!]


When You’re Always On, You May Find You’re Always Off …

Social media.

Or for some, digital marketing.

Oh the terms and the tropes.

The guru’s and the chancers.

The rules and the frameworks.

The DTC brand successes and the DTC product commodification.

Don’t get me wrong, I am a big fan of social media marketing. I think – done in the right way – it can powerfully drive brand, business and fandom in ways many other forms of marketing can’t hope to reach.

There’s countless amazing examples out there, but underpinning all of them is the inconvenient truth that they’re based on an idea. It may not always be what the ad industry likes to call a ‘big idea’, but it’s an idea all the same.

Something that holds all it does together. Guides it. Shapes what it does. Gives it a reason to exist and add to culture rather than continually try to steal from it.

But the problem is these brands are still in the minority because the vast majority still practice what my beloved Martin Weigel refers to, “the continuous production of social landfill”.

There are countless reasons this occurring …

The belief it gives them ‘free’ advertising.
Their fear they may be left behind or left out.
The attempt to look and act relevant to the times.

But without doubt, the worst reason is ‘people really are interested in who we are and what we have to say’.

Oh my god, that’s the worst of all.

A deluded state that manifests itself into some of the worst behaviour and marketing you can get … liked and supported by those who either work for the company or want to.

So what we end up with is an ever-increasing production of sheer shit.

Pointless, mindless marketing filth that doesn’t so much scrape the barrel, but is the scrapings of the barrel.

Things like this …

What. Is. That?

Seriously, how deluded and desperate must you be to think this is the sort of content the World is waiting for.

Yes, I appreciate they have almost TWO MILLION followers but come on …

And they’ve even incorporated a way to ‘vote through emoji’ to allow their ‘fans’ to interact with the content.

To paraphrase a comment once made to me by a client … sometimes, the people who like your stuff are the people you don’t want liking your stuff.

Pity the poor social media people who have to manage this stuff.

I say pity, because surely they can’t think this is good?

Surely they are the human equivalent of a battery hen … held in a small room and told to keep finding ‘ideas’ to churn out as content.

Stuff that is the very embodiment of social media landfill.

An always on strategy that turns people off.

But my god, what if they think this stuff is good?

What if they believe people wait with baited breath for the latest piece of content they literally are churning out?

What if the client thinks it is driving ‘powerful user interaction metrics’?

I know Colgate Palmolive make many products.

Some of which have become brands that are very, very popular.

But maybe someone needs to tell them that just because people buy them, doesn’t mean people care about them … certainly outside of the environment they inhabit or in the detail Colgate finds fascinating.

Or to paraphrase another old client of mine:

Just because you can, doesn’t mean you should.

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