“The world has changed, and mass-scale marketing messages broadcast to monolithic audiences are losing effectiveness daily as these audiences shrink and everything is fragmented into niches and micro-niches.” Adam Singer’s Future Buzz
A great post by Adam Singer, whom understands the power of the social web. Many brands and marketers are diving into the buzzterm “social media” these days, with most of the briefs coming my way highlighting it as one of the most important aspects. But as Singer suggests, there is absolutely no point in diving into this blindly, if approached in the wrong way it could have a devastating and negative impact on the brand image. Alot of time and care needs to be invested into delivering the right content to social groups and the bulk of it must be valuable and meaningful to the customers.
When delivered correctly, social engagment will stir up talk about the good and bad, companies must be there, ready to listen and react. This interaction will most definately move things forward for both the brand and its relationship with its customers.
I’ll finish this post with a great recent example from EA Sports:
