In response to 'R.I.P. Monologue:' a Luddite Fights Back
In response to Selina Jane Eckersall’s unambiguous dismissal of all things not social-media, I can think of little to say other than,”Sorry.” (See “R.I.P. Monologue”)
Well, actually, that’s not true. I can think of a lot to say, but “sorry” seems a good place to start.
Sorry, for being one of those, presumably, “seemingly intelligent” marketing folks against whom Ms Eckersall rages. Sorry for needing to “get real.” And, most of all, sorry for Ms Eckersall herself who is so patently wrong.
It is wrong to say consumers are not interested in hearing “my monologue,” (but it is correct that they do not have to give me their time or mind share). Millions of people, many millions of people, in fact all people are faced with many, many monologenous messages every day, and respond to these messages in many, many different ways. I know that they are interested enough in what I say, that they give me give me enough of their “mind share” to be aware of my products and have an opinion about my brand.
What I find exciting, in my Luddite kind of way, is that many of these people are involved in social networking sites on their computers. They connect with friends and reach out (metaphorically) to the world around them, to become more interesting, more worldly people. Many of them use this fantastic facility to ask their friends (and even total strangers) for opinions about products and services they are thinking of buying. By capturing the opinions of 300 people who have experienced my product, these web savvy people become educated consumers. Social media is a wonderful way for all of us to learn about the products or services we are thinking of buying. A little bit like magazines, or newspaper articles or even talking to friends did in the old, old days. But, obviously more intense and apparently more credible, too.
So, I guess I see social media as one of many communication channels out there. But I don’t see how the existence of these channels makes people any more interested in my message. I don’t, for instance, believe that anybody wants to build a relationship, trust, converse with, listen to, share with, evolve along with, or collaborate with a brand. And just because the brand is trying to cajole people into doing all these things on a social networking site, does not make it any more attractive to “Canadians,” not even that small percentage of them who are active in social networking sites themselves.
Sorry, but the fact is that people will be interested in what you have to say if you have something interesting to say and say it in an engaging and appropriate way. It also makes sense to say it in a place (physical or virtual) where the people you are hoping will hear you, are within hearing range and in the right mood to listen to you. Sometimes a social networking environment makes a lot of sense. But, equally, the classified section in a newspaper often makes perfect sense. Shouting loudly through a megaphone also makes sense, sometimes.
To paraphrase Ms Eckersall , I can’t even count the numerous times I’ve heard seemingly intelligent marketing folks speaking about Social Media as if it were the only medium of any worth, and all other media are for Mad Men fossils living in black and white and eating Mrs. Cleavers cookies. Social Networking sites are one in an ever increasing range of alternatives to help consumers make intelligent choices.
But do not forget, consumers will use whatever media they want, and they hope they will be able to find out what they need to know from a wide range of alternative sources. And, most importantly, they really appreciate it when a brand introduces them to something wonderful by means of interesting, educational, and entertaining advertising (“$300,000 ad spends”, to be precise.) If there is any doubt about this, ask Apple, Virgin, WestJet, Guinness, and the list goes on.
