We can put together a fan page in Facebook, add a new profile in Twitter, make a track list in tune with our own brand at Spotify, hire an adwords campaign at Google and there you have it.As you’re reading this, for sure there’s someone (related to some kind of media, agency, an advertiser or from anywhere else) saying something similar in Buenos Aires, San Francisco, Paris, Madrid, Toronto or wherever you think about.
All of the sudden and sitting at the same table, we’ve all become experts in something regarding the bastardized and beat up Social Media and its multiple tools. And only by saying the magic words at a given time, there´s an immediate satisfaction with what´s been said and heard and everyone´s confident of being part of the momentum of the communication industry, hoisting the flag of the “power to the consumer”, so nicely said but so seldom met and executed in reality.
A massive fetish relationship with technologies is what we are witnessing. Orgies in new terms and intentions that are never fully met, only by letting ourselves be carried away by the tsunami of tools that surround us every day and which we believe will be useful for our business purposes.
Everyone wants to be the hit of the moment, have thousands of friends on Facebook and have more followers than Ashton Kutchner on Twitter. In the process, huge amounts of digital information are generated with presentations and whitepapers talking about trends and improved ways of doing things. The 10 trendiest, the best 50, 8 best ways to, 101 best places for, 25 most successful cases: the same formula achieving results, with piles and piles of books of dubious origin sold at bookstores, find in the Internet the best culture medium.
Meanwhile, consumers and users could care less about advertising messages, the products and services we have to offer them as long as we keep treating and delivering them promises in an intrusive and silly manner with messages bordering on the obvious.
Something I really miss from traditional advertising is the shame. Yes, the shame of not doing something different, original, innovative at the moment of communication. We’ve seen multiple campaigns that are simple copies or adaptations of actions that were a hit of the moment in Germany, Sweden, USA, Japan or wherever. But the generation of an almost invisible “ and not because of inactivity, quite the opposite “ massive army of people desperate for winning a position in this activity has made room for campaigns bordering on shame. In general, the works are judged and seen by people who, out of lack of knowledge or simply by choice, prefer turn looking the other way, and nobody says anything about this issue.
Therefore whyÂ try to do something different? Something that comes without a factory warranty, because no one’s done it before? Right? Let’s just adapt this or that, bring it to the present by loading it with every single application of social media available; see if we can replicate it in mobile platforms and voilÃ !, you get quicker client approval, everything’s cheaper than it should and the rest of the agency, who’s never seen a One Show Interactive yearbook or who’ve just learned that Cyber Lions have existed for only two years don’t even notice what’s happened.
What if before focusing on the technologies, the trends and the successful recipes of others we spend a while pondering and putting into practice good ideas? Ideas that transmit emotions, that move people, that make the person receiving them experience some sort of reaction, that generate a positive impact in the people, that can transcend the screens where they are born, that can turn into true experiences, that at some point can be memorable. If all of the above happens, the desired and often over used viral thing will develop on its own without a doubt.
Let’s propose goals. With a clear idea in our minds of what role the different executions will have within the strategy. Establishing when to use each thing and when it’s just not appropriate. Let’s understand the codes and the right times for each tool, platform and technology; learn to read between the lines and see what they will add to our ideas. We should know beforehand (that’s what it’s about in the end, cause it’s easy to see things when they are already put to work and have an opinion on the facts in front of us) the possibilities and potentialities of the idea we want to carry out in practice.
Let’s see the whole, emphasizing later on each part; but let’s see the totality of the action as a whole, understanding it as a system that will work with the synergy and coordination of each one of its components with the rest. Let’s try looking for new solutions by blazing new trails instead of walking on old ones; comfort is the enemy of innovation. Our role as suitable communicators is using things properly in accordance with and based on our knowledge and know-how and from experiences preferably from our own. Really at the end of the day that’s the only way to learn. Less tools, more communication.
Rating: 9.0/10 (1 vote cast)