While posting a sorry comment on his blog, I noticed an interesting piece on Calling Social Media Out. His pieced focused on the point that all media is social.
"If all media is social, media must be inherently social and if we agree the web is inherently social then the Internet is, my friends, just a collection of media (we need to separate that idea from the business of media). We have created a new taxonomy in an attempt to somehow describe the “otherness” of this new space, which is itself not a recent development; we’ve separated movies and TV for years even though they showed us essentially the same thing (like FM radio and do now). Watching video online is no different, and soon we won’t treat it like it is."
So I had to respond...
Yes and No. Yes all media is social. But media inherently is still the same media... it has not fundamentally changed in the last 10,20,50 years. TV and radio still does the same thing, albeit introduction of technology with PayTV red button, etc. What has changed is the introduction of internet and how we consumed media. The rapid change in the way we consume media (consumer empowerment, etc) has ultimately changed the way we interact with media - ie. Socially.
So yes, we always look beyond social media and like all good strategy... it starts with Insights. Good insights (something RoyM can't give us). Understanding the consumer. Live the life of a consumer. Immerse ourselves to BE the consumer.
Courtesy: David Armano of Logic+Emotion
The consumer do not see which media is better. They still see billboards, listen to radio, go on facebook, do the dreamteam, etc. Yes, time spent has shifted and more media is being consumed today than 10 years ago. But what gets the message across is when a Brand coupled with good insights = positive reactions.
Media are just a marketer's tools.
Through fantastic insights, we've seen shifts in communications strategy to include product marketing (Apple), technology marketing (Asus), transformation marketing (here), experiential marketing, etc. Various strategies that are about stories, exceptional experiences, interactive, social and extends well into internet. Web, in my opinion, is a fantastic tool to share stories with like minded consumers.