Make Social Media Social Again

Social media used to be a place that allowed us to connect with others in ways that once seemed impossible. It allowed us to direct message, create content, and share our every waking thought with the rest of the world (which led us to believe that everyone cared what we were thinking while sitting on the toilet).

For the first time in history, we were able to express our identities to the world beyond the confinement of our town, city, and state. A small town kid somewhere in the Midwest was granted the ability to create content that could reach a kid in the heart of Punjabi, India.

This form of digital interaction still remains consistent as its reach only increases, but, much like every other form of media, advertisers and marketers had to ruin it (I’m sorry). Advertisers realized that the eyes of the general public are no longer glued to TV screens as they once were and are now fixated on social media platforms.

This transition of attention led advertisers to make their own transition into the social media space, bringing along their old ideologies of seeking the sale first. Much like radio and television marketers, the majority of advertisements on social media have absolutely no value connected to them and seldom create an opportunity for true engagement, which are the two key components of SOCIAL media.

There is no problem with marketers sharing a space with the everyday person logging onto Facebook to watch cute elephant videos sent by their girlfriend, but the fact that they came into the space in such an abrasive manner is the heart of the issue. The advertisers of old acted like a rude guest barging into your home with nothing to offer and an extended hand waiting to receive.

Many advertisers came into the digital world with an old man’s paradigm of what advertising was, not understanding that the television infomercials of yesterday were not the best way to approach a social situation.

Imagine having a conversation with a group of friends and out of nowhere a guy jumps into your circle to pitch a product that none of you care about. In the real world, we would call him rude, obnoxious, and maybe even crazy, but in media spaces, we call them marketers.

Though targeted advertisements have become a huge factor in digital marketing, many marketers have not yet shifted to an interactive, “value first” approach. As marketers, advertisers, companies, and brands looking to gain exposure, we must begin to respect the social space for exactly what it is, a SOCIAL SPACE. Let’s add to the conversation instead of interjecting. Let’s talk to people instead of speaking at them. And most importantly, let’s give before seeking to receive.

Edited by Tayla Hasselbach

Related posts:

Any business that wants to remain relevant long term has to find ways to innovate and change the game! If you can’t outright disrupt your field you must find a way to stand out, the quickest way to…

There is an ever-increasing demand for data scientists in business and public organizations as data engineers, data scientist, and data analysts. There is a huge gap between qualified professionals…