I believe that some people still remember this picture;
it is one of the covers of time magazine in 2006, so called “Person of the Year”. It recognized the millions of people who
anonymously contribute user-generated content to wikis (including Wikipedia),
YouTube, MySpace, Facebook and the multitudes of other websites featuring user
contribution.
Like the textbook says: “A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.” The groundswell is a new era both with opportunity and risk. It’s also coming fast and penetrative. Instead of avoiding it, the sensible way is to welcome it, or I would like to say: “to dance with it”.
Time goes by, today, input “social media” on YouTube; people could found about 4,240,000 results. Most of them are aim to explain the impact of social media.
Listening always is an important process of
communication, while, for groundswell, listening
by itself is sterile. We need strategies and technologies to get new
insights. Since we are in the trend of global economic integration, I think the brands
should not only listen to domestic information, but also the intercultural
information. Here I found a tool to help multinational brands listening to the
groundswell in intercultural situation. It’s called Obuzz, it is a systematic
and comprehensive Chinese Internet word-of-mouth tracking tool, which provide by Ogilvy& mather.
Talking with the groundswell is different with traditional marketing, “Marketers no longer dictate the path people take, nor do they lead the dialogue.” Turning viral video into a conversation could be an awesome strategy. Here I found a video that describes the impact of video in social media.
Social Media & Video Statistics for 2014
At last, the more I read the book, the more I found I have misunderstood about marketing with social media. It is more complicated than I expected. In my opinion, to provide a fit social media for a company not only needs lots of quality and quantity research, but also need to back to the basic, to understand about the brand, its culture, its objective, and its characteristic.
well done! watch out for URL issues with the videos thought :)
ReplyDeleteThank you for your common, but I don't understand the "URL issues", do you mean you can watch the video on my blog?
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