Let me start of this post with a little anecdote.
Disclaimer: It doesn’t really have anything to do with social media. But you’ll get it. Promise.
I’m a PR Writer for one of the colleges on USU’s campus. I work with two other writers and two and a half graphic designers. One of our designers got assigned to make a logo for one of the newer organizations sponsored by the college. After many hours, he came up with a “swaaat lookin’ thang” . The initial design was excellent branding. I’m no expert, but it worked.
So he sent it off to the the advisor of the club, who sent it back promptly with his own suggestions. He even attached pictures to the email, which would have been helpful if they didn’t look like Printshop clip art from 1989.
Our designer took it in stride, invited the advisor into the office to get a sense of exactly what he wanted. Turns out he wanted EVERYTHING, and by that I really mean EVERYTHING. He wanted the logo to portray at least five different themes. Oh yes, and he still wanted clip art.
Starting over, the designer somehow managed to fit most of the themes into the logo, still keeping it sleek and modern (he’s genius). Sent it off to the advisor. Got an email attachment a few days later that said “thanks but no thanks” and whadda ya know. MORE FREAKIN’ CLIP ART ATTACHMENTS.
Clipart was cool when I was 3, but but I’ve aged 17 years and so has graphic design.
My point is, people need to get out of their ruts. It may seem hard, but like the Fiji Times article says: We need to EMBRACE! When, in the history of the world, have you had 800 million people at your fingertips? For free? Why hasn’t every business jumped on this? Why am I asking so many rhetorical questions?
Fact is, advertising is easier and cheaper than ever before. I’ll be the first to admit- it requires more creativity which is potentially frightening. You’ve really got to make every post, every tweet and every update something that nobody else has. Oh yes, and when something is on the internet, it’s there forever (don’t mess up! Muhahahaha.)
But…I don’t see how a business CAN’T take advantage of this. Sure, you can keep publishing ads in the phonebook, but that’s not interaction. The humanizing business article makes an excellent point in saying that in the past 100 years, business has become impersonal. It’s simply a method for a means. BUT, in the past 5 years, business has done a 180 degree turn. Suddenly everything is personal. As a business, even if you stay away from Facebook and Twitter, know that people are talking about you on those websites. Even if you don’t think you have an online presence, you do.
The basic ideas behind traditional views are valid. Get people to your product in the cheapest way possible. It’s not the VIEWS that are changing, it’s the mediums. Basic business goals will always be the same but the methods are changing before out eyes.
Embrace it. Love it. Crave it.
(Ps. Sorry for my caps lock sinning)