16 July 2010

The Answer to Life, the Universe, and Everything - Especially Social Media Marketing

A number of confluences over the past couple of days with respect to advertising and marketing, social media, memes, and cultural evolution. In response to a tag from my friend, Leigh (and if you're in marketing, you'd do yourself a favour to have a conversation with her), here's the answer to the question about why social media and digital strategies  work, don't work, sometimes work, are a big waste of time, are the greatest thing since Burma Shave, and combinations and permutations of the above.

People are social beings. Always have been. They enjoy sharing experiences. Always have done. When we fundamentally change the way we share our experiences, we change the ways in which we interact with one another, and that changes everything. In other words, "the medium is the message." And, by the way, we've recently changed the way in which we share our experiences, so remember the old assumptions about interacting with each other? They're now sort of wrong, and we need to understand the effects of those changes, so that those who get paid to capitalize on human interactions can actually earn their keep.

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