Are We on the Cusp of ‘Social Blindness’?

New media expert: Most 'social' campaigns are really 'anti-social'

You might have millions of Facebook fans and Twitter followers, but that doesn’t mean your social media campaigns are actually, you know, social.

Brian Solis, a new media expert and principal of advisory firm Altimeter group, told a group of Advertising Week marketers Monday afternoon that most social media campaigns he observes are really the opposite of what their names suggest.

“Things are so anti-social that saying social media together is like saying military intelligence,” he quipped.

Companies may diligently program branded Facebook pages and cultivate impressive fan and follower bases, but if they’re only posting product announcements or trading tweets for free iPads, followers will quickly tune out those messages or worse.

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