I thought this image sums up the reason why brands trip up, so often, so early and so easily:
Because normal folk are in social media spaces to create “sceniuses” i.e. places where people (i.e. “artists”) can share stuff they made (i.e. their “art”) together, and therefore learn and improve by interacting with each other.
But brands don’t enter these spaces to share, learn, and improve. They go in there primarily to sell, market and promote… and for the most part, don’t mind using false pretenses to hide the fact.
So, of course everybody else ignores them, because, yes, you’re correct, that’s what normal, healthy, sane people do.
The good news is, it doesn’t always have to be this way. The good news is, you have full power to change your modus operandi from “Yell & Sell” to “Listen & Learn” in these spaces, any time you darn well please.
The only question is, will you actually let yourself do that….?
@gapingvoid Art ‘n’ Advertising Branding in the age of social media Douglas Holt Harvard Business Review HBR Hugh MAcLeod