I’m tired, actually, annoyed with the way so-called experts, along with media spinmeisters are appropriating the entire history of marketing and advertising and attributing it to social media.
As an example, a recent contest judged by digital people on behalf of Forbes lists 20 campaigns as “Social Media” campaigns. Really? Let’s have a look:
No.1: The Blair Witch Project.
Here’s a movie that came out years (1999) before the term ‘Social Media’ was even coined. It was released before Facebook, twitter, YouTube and pretty much every other social media platform was invented. It’s success was based on it being a different and interesting concept, more so than random postings on pre 2.0 websites and message boards.
No.2: Will it Blend?
Create really entertaining product demos. Agencies have been doing this ever since there was advertising. But because the demos are on YouTube, rather than TV, it’s suddenly known as social media? Meanwhile, and contrary to popular opinion, online video accounts for an almost meaningless 1% of videos watched.
No.3: Old Spice.
Wasn’t this launched on TV first? In fact, without the spread and awareness created by old fashioned, almost dead TV, Old Spice wouldn’t have had a social media extension and hit on their hands. And that’s largely the point. Social media performs best as an interesting and useful extension of a campaign. As part of the mix. Otherwise, social media is largely one off contests and promotions, as demonstrated by most of the remaining “Social Media” campaigns on the list.
Oh, and on the death of TV? Not so fast:
The New York Times reported in 2009: “Even though people have the opportunity to watch video on their computers and cellphones, TV accounts for 99 percent of all video consumed in 2008…”
In “the largest observational look at media usage ever conducted” researchers at Ball State University’s Center for Media Design, found the following:
• 99% of video viewing was done on a television in the past year.
• Less than 5% of TV viewing was DVR (TiVo) playback.
• YouTube, Hulu, iPhone and all other web and cellphone media combined accounted for less than 1% of video viewing.
And this:
Nielsen reported a couple of months ago that TV viewing is at its highest point in history. It’s risen at least 7% since 2000 which means the positive effect of more TV viewing is double the effect of DVR ad-skipping.
Cliched disclaimer: Don’t get me wrong. I like social media and the marketing possibilities because of it. Afterall, we at reason partners do it for ourselves. What I don’t like is the hype, sometimes bordering on out right lies, being used to promote social media and the speaking circuit elite profiting from it. (H/T The Ad Contrarian, for the collection of TV facts)
Posted via email from Flatacre
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