Over at Account Planning Group, the think tank of the ad industry, the discussion topic of the evening was social media. I've tried to gather my thoughts and conclusions the best I can – some probably confirm what you already know, while some might be really interesting, depending on where you stand. Here goes:
Social media is important for most brands to utilise, but some brands can benefit a lot more from a dialogue with its stakeholders.
Planners definitely need to be aware of opportunities in social media channels, but not necessarily in-depth or on the edge of technology.
Social media shouldn’t be used as a short-term campaign media but as a long-term platform and dialogue.
Social media are under-utilised as listening posts, and there are several opportunities for competing brands to
Like traditional communication channels, social media suffer from lack of integration between departments in companies, e.g. between PR and marketing.
There might be a social media backlash soon (if it isn’t happening right now) as there are few or no relevant metrics that are better than traditional media.
YouTube is increasingly becoming a paid channel, and it’s hard to distinguish between views that have been achieved organically or artificially. It’s just a matter of time before clients are fully aware that ‘views’ can be altered.
Content in communications is as important as ever.
Sociological/psychological insights into the usage/interaction behaviour of a particular technology is key to mastering it when designing a successful communications solution.
In reality there’s no way to predict that our ideas, no matter how creative, will work or not. But we can be smart guessers.Thanks to everyone that showed up!