Being social vs doing social
Social media is clearly working for some brands – big established brands all the way through to brand new products, ideas and services.
Is it because of the targeting on offer and the efficiencies that accompany it? Or is it because social media (when approached the right way) forces brands to behave in a socially acceptable and desirable way rather than the often antisocial approach marketing can adopt?
Being social is definitely better than doing social.
Being social suggests you bring value to the conversation. It suggests you’re there to give. Whereas doing social suggests you’re there to extract whatever value you can from the conversation. It’s suggests you’re there to take.
People today generally don’t respond well to antisocial takers…