Jeff Bennett's Blog

I was at a meeting the other evening sharing ideas and experiences about social media.  It was interesting to listen and learn.

I was taken back by one view that I listened to though.  It was the notion that this company wanted to use social media as a medium for “telling stories” about their company, brand and products/services in campaigns.  This was no small company either…they are a big one.

Why was I taken back?

The notion of “story telling” really struck a chord as an old fashioned “broadcast” model…pushing a message.  Dont get me wrong…all companies have to “sell” at some point.  This old fashioned approach does not maximize the interactive elements available with social media though.  Social media is not tv.  Social media is posting, connecting, interacting, sharing, evolving and more.  Credibility of the message is so important as well and I feel this story telling would possibly be viewed as disingenuine.

I also believe that companies need to change their view on “campaigns” when thinking of social media.  This is also old school thinking.  The Internet and social media is “on” all the time.  To this point people dont “go online” anymore the are just connected…via their iPhone, PC, TV and more.  If a company is going to be involved in social media they need to be plugged in all the time.

This might be radical thought for some, but it is the way people need to think about it.  What do you think?