The Issues With Social Media
Recently, we engaged people in a campaign through social media. Out of this has come loads of PR, loads of views, and loads of debate.
There are a few points I want to make:
1. Don’t believe everything people say: Every focus group I’ve been to starts with ‘I don’t watch much TV’ and ‘Ads don’t really have an impact on me – I like what I like’. Same applies to the world of social media – self-report is not always accurate.
2. The loudest voices are not always right: Unfortunately, people don’t need to be right to be heard in social media. To be heard you unfortunately just need to be extreme or sensational
3. ‘Who in social media understands marketing strategy: Campaigns using social media need to be judged, not on how well they abide by the so called rules of social media, but rather the effectiveness of the communications.
4. Who in social media understands consumer behaviour: This is an interesting one and relates back to point 1. People are notoriously bad historians and predictors of their own behaviour. We cannot rely on self-report to understand why people do things and predict what they may do.
I started this blog in 2008 to better understand the world of social media. I think people with a history in social media who want careers in marketing and communications should get educated in the broader aspects of human behaviour and marketing. Please. Some of the comments people are making in this space are at best naive.
Fritz Bachen is a Consumer Psychologist and Founding Partner at Naked Communications. Fritz can be seen, read or heard at; The Gruen Transfer, ABC Radio (Sunday nights), Adnews columnist, as well as The Australian, Cleo, Mumbrella, Shop Till You Drop and so on. He speaks at numerous conferences on marketing, ideas, contemporary culture, and consumer behaviour. Fritz has degress in clinical psychology and commerce (marketing). A registered psychologist and has worked in private practice, forensic settings, advertising (Saatchi & Saatchi) and marketing consultancy (Added Value). He was also state under 12 chess champion on WA, and has a board game called The Analyst selling well in the Benelux countries.
Comments
Tony Thomas
Jan 20th, 2009Fritz.I think you need to separate out consumer opinion versus the opinion of social media commentators.
Consumer opinion / reaction in the social space is exactly what it is – a reaction to what’s been put in front of them real time. If they don’t like it – they don’t like it and they have a right to express that view. It just happens to be visible rather than hidden in the lounge room. It’s just a reality of the connected world we live in. I’m not sure you can say they are wrong for expressing their view though.
Marketing strategy means nothing to a consumer apart from how it is articulated in a brand or a piece of communication. Media commentators are also consumers.
Katie Harris
Jan 20th, 2009Hi Fritz
I’m still trying to get my head around the backlash to the campaign.
I thought it was a great idea. I certainly didn’t feel cheated or lied to. More entertained. In fact, it made me smile. Not to mention that I now know that Witchery do men’s jackets.
: P
Point 3 captures my feelings well.
mzjaygee
Jan 21st, 2009I agree with Katie – It certainly had us talking about something other than the stinking hot weather!
Kelly
Jan 21st, 2009Fritz – good post.
Now, I am all for standing up for consumers (people) being ripped off, being sold products that are unsafe, BLATANTLY lied to.
But not by something like this. I am amazed (almost daily) by the berating that marketers get by SM ‘experts’ in how they do things wrong – some of it is justified, but a lot of it is bullshit and a complete distraction.
Kev Johns
Jan 21st, 2009Fritz, on point 3. It would be be great if you could have a chat to your client, and follow up in a few months’ time by posting the early sales figures for the new Witchery men’s range, maybe set them against the client’s own sales objectives etc.
Agree with your small mention on perceived rules of social media. There are no rules, or at least there shouldn’t be. It’s a do-and-learn culture, agencies / commentators should be aware of that when conversing with each other. Be nice to each other people, nobody has the high ground (blogging nerds, strat planners, ECDs, jounalists or otherwise).
The playing field is more level that it has been for decades.
Mike Wagner
Jan 21st, 2009Fritz – As a fellow thought leader (or “idea tugger” as I like to style myself), can I ask if you’ve ever considered using fax as a medium for your campaigns? Regard Mike.
haze
Jan 21st, 2009There does seem to be some weird code of ethics that social media types want to hold brands to.
I think this is because social media is their craft. So they're generally very passionate about, and very engaged in the online space. And often quite idealistic about the potential this can offer both brands and consumers alike. That is what makes them good at what they do.
Thing is, most consumers don't share the same levels of engagement & passion, so they're going to judge creative work in different ways. Something that looks bad on paper to a social media type can be totally inconsequential to their target.
It's just like when Art Directors and Copywriters get so worked up about pantones and positions of full stops.
Like Kelly said, sometimes it's justified, sometimes it's just smoke and mirrors. The same could be said about most communications professionals.
To quote Pirates of the Carribean (that's right, I have a sophisticated taste in film), when Keira Knightly is so shocked when the pirates routinely break the 'pirates code' , Geoffrey Rush turns around, smiles as he says ‘Think of them more as guidelines’ .
There’s 15 minutes of my life I’m never getting back. Back to work then.
James
Jan 21st, 2009Fritz. I’m coming to this later than most but thought I’d share some thoughts: the ‘me as famous alter ego’ fun of social media!
The ‘conversation’ is being sensationalised out of perspective; in an effort to polarise debate and drive eyeballs to the story/ the media site. (It has, though, been enjoyable to watch…especially the grand broadside to the entire social media community)
In truth consumers would not be overly-shocked to be ‘lied to’: brands have consistently muddied waters of ‘truth’ to increase competitive edge. This they would perceive, in their post-modern, savvy way, as a more evolved example of standard behaviour and we should credit them with the cop-on to deal with the realities of business practice.
Whether they connect with the concept depends on the delivery of the ‘sell.’ I viewed it under the heading of “lies” “scandal” and couldn’t help thinking that the situation and character were squeamishly artificial but the concept and idea were interesting and probably not necessarily aimed at me(?) The gushiness of the delivery does not take away from the fact that this represents a beta-form of where it’s all heading.
I should imagine that most of the unease among the media lot relates to what it tells us about modern marketing. Everyone is scratching their heads about how to make brands ‘part of the conversation’ etc. The whole dialogue, openness, consumer control (add/ insert catchphrase) breaks down decades of expertise/ best practice about how to deliver connections with consumers. While a traditional campaign delivers lots of false indicators of success it is decreasingly successful in delivering against key indicators. Long live the clients that are willing to invest their dollars in adapting to a brave new world and testing the water with this whole trans-media bizzo.
qwebin
Jan 21st, 2009Good point on the latter, James.
The great thing about the fact ‘everyone is scratching their heads about how to make brands part of the conversation’ is that it really is absolutely everyone.
Including all the guys who learned their respective trades in ad or media agencies, or client side, before going off to do new and different things.
Yes, those people know where traditional organisations used to / continue to get it wrong. But those organisations haven’t dabbled much in the social media space, so currently nobody is much better placed than anyone else in the mix when it comes to delivering the goods for brands here.
And that’s a fantastic thing if you ask me.
Zac Martin
Jan 21st, 2009I think Tony makes a good point, it doesn’t matter what social media types say, it’s all about the consumer. What they say on their blog, or what they comment about on a YouTube video, that’s what’s important.
There’s a number of different “virals” that have been less than transparent that have been accepted… hmm I think I feel a blog post coming on.
Fritz Bachen
Jan 21st, 2009Guys, largely thanks for taking the time to contribute to the debate.
TT some social media commentators are sometimes simply people with megaphones – lets not dress them up. Others, are very insightful.
Katy MZ, Kelly, thanks and I couldnt agree more.
Kev, will try – and Im sure there will be a nice post-script to this.
Haze, the 15 minutes were worth it. Very enlightening and again appreciated.
You others, all interesting stuff.
Mike, word of advice, try not to refer to yourself as a ‘fellow thought leader’, or even worse – a thought tugger. I dont think people will take your comments seriously and if you’re taking the time to write then I guess you want people to listen to what you have to say.
Fritz
Alma Gray
Jan 21st, 2009“‘Who in social media understands marketing strategy: Campaigns using social media need to be judged, not on how well they abide by the so called rules of social media, but rather the effectiveness of the communications.”
Agreed.I want to shout it from the mountaintops: “There are no rules in social media!” It is not something to be owned, it is just another form of communication. Call it tech apps, social networking, community platforms, yadayada. As long as you call it a channel for communication and as long as people wake up to the fact that no one owns it. It is constantly evolving just as culture is. I’m sure a decade from now it’ll be named something else.
Marketing uses various forms of communication, and social media (for lack of a better term) is yet another channel to add to the toolbox.
Stephen Collins
Jan 21st, 2009Fritz, as one of those who has been critical of the campaign, I’d love to have a longer conversation with you about it and really dive into our differences of opinion. I reckon we could both build better understanding. My side of the equation – the tiny tweaks you could have done that I feel would have deflected any criticism – would take all of 10 minutes to explain.
I think you might be being a touch unfair when you say “I think people with a history in social media who want careers in marketing and communications should get educated in the broader aspects of human behaviour and marketing” – I’m obviously in the business of helping people and organisations with advice on social media, and I’ve done and been a part of no small amount of research on it for myself and my clients. I also think I have an acceptably good understanding of people – I’m educated and have worked as a communications guy as well as in the technical side of the web for a long time.
Anyway, if you ever want that chat or coffee, I’m easy enough to find. Shoot me an email or give me a call.
Daniel Oyston
Jan 21st, 2009I agree Fritz, I started my Marketing Education the traditional way, at uni. The thing that strikes me most is how often people in social media rave on about things and talk about fancy terms which, if you strip away all the bullshit, are really just new takes on old theories.
The go on about communication and value and new platforms blah blah blah. Mostly I hear Promotion, Place, Product, Price and that the consumer should be in the middle and getting value because the mix solves a need or problem.
I don’t want to sound boring but how often does anyone else consume and produce social media content and listen to someone make a point and think “yep, that’s understood by us who are educated in marketing … nothing new here”
I get the feeling people don’t relate these things back to the most basic marketing theories – which have not been proved as untrue or invaluable as far as I know – because they don’t think they are cool or cutting edge. But I bet those that actually employ social media in the workplace, and tie it back to traditional theories, are the ones who are the most successful.
Maybe I need to write a song called “Bringing the 4 P’s back” just like Justin Timberlake?”
Stephen Collins
Jan 21st, 2009@Daniel, given we’ve met, I hope you’re not perceiving me as a “raver”. I often tell people the stuff I do isn’t rocket science – it’s about good application of established theory and practice around groups and organisations, around needs identification and fulfillment, around management.
Sure, the tools are relatively new, but as you say, the underpinnings are well established.
Fritz Bachen
Jan 21st, 2009Alma, please shout it out loud.
Steven, I object to ‘social media experts’ saying ‘this is crap… now how about employing my services’. That said happy to catch up for a coffee.
Stephen Collins
Jan 21st, 2009@Fritz, I don’t think I quite said “this is crap… now how about employing my services”, although I understand that’s a possible perception. Rather, I expressed a view that a different, less contentious approach could have been taken both in the campaign and your responses to criticism of it.
I think this campaign took one misstep that brought it the negative attention it has.
Nor would I fashion myself a “social media expert”. Experienced consultant and communicator, yes. Understanding social media, yes. But self-declared expertise is hubris of the highest order.
All that said, I think agencies (or anyone looking to embed social media of any sort in their business) would do well to turn to those with specialised experience and knowledge. I wouldn’t try to service my own car, to draw an analogy.
While I’d certainly like people seeking advice on strategic approaches to social media use to turn to me, I’m happy for them to choose any of the others about who are all very good and all of whom have a wealth of experience of the right sort.
We know who they are as, like me, they all have reasonably public personae.
jemster
Jan 22nd, 2009Ladies
given that I live on the other side of the earth, I have no idea what the fuss is about (the campaign) and so very little basis to comment.
I just wanted to endorse a point made in the original post:
“Campaigns using social media need to be judged, not on how well they abide by the so called rules of social media, but rather the effectiveness of the communications”.
Absobleedinglutley sign me up! There are no rules, no special circumstances.
Over here social media guys often mix up efficiency with effect.
And given -I assume- that noteriety was one of you objectives, it sounds like you had a highly effective campaign on your hands Fritz.
Daniel Oyston
Jan 22nd, 2009@Stephen, no not at all mate and by your own admission you are not in marketing so you dodged the bullet
I suppose my “rant” was more subtle observation that the people with voices in this space can sometimes forget that others who are not as comfortable with the tools read their blogs or listen to their podcasts (and I am not singling anyone out).
I read blogs and sometimes get the feeling that it is written for social media people (which may be the goal in some cases, like your blog perhaps) but … and this is pure instinct, I don’t remember the last blog I read that tied new concepts and ideas back to traditional theory (my early posts did but even I have been suckered into straying).
Now think about how many people might read someone’s blog , who is a CEO or student, and cannot see how it connects to the strong marketing theories that still work.
BTW – I am prone to a good rant, it’s very therapeutic!
Fritz Bachen
Jan 22nd, 2009Jemster and Daniel thanks for bringing this back to the real issue. We are in the industry of, and make a living from, marketing. If others are too – then they need to understand the basics of brands, business, and people.
jemster
Jan 23rd, 2009It’s a pleasure mate. And while I’m about it I’ve caught up with the campaign since my last post, and I happen to think it’s utterly brilliant (and this has nothing to do with how much I fancy her….).
And are you getting a negative response from consumers (doubt it) or from the Social Media Fibjams who are watching someone eat their lunch??
On a totally unrelated point, I think that it is very much in the Zeitghiest. In tough times, with people looking over the edge (as they are, over here at least) psychological escape is of value. And what better form of escape than a living Romantic Fantasy?
It also proves another point you made in a previous post Fritz: you don’t need a cheap laugh to be successful.
All power to you and those that did the work. Would that agencies over here be half as enlightened.
Stan Lee
Jan 24th, 2009Good point. Well argued Fritz.
I left a comment on the Witchery debate elsewhere earlier this week. I’ll add it to your piece too:
The blogosphere can chatter and rant all they want, but the blogosphere doesn’t shop at Witchery.
backin15
Jan 27th, 2009Having read the commentary on this story and now your blog, I’m increasingly of the view that you are missing an essential point. That is; the story was false. Despite the wealth of verbiage and theory here and elsewhere, your rationalisation so far avoids addressing this fundamental point. Moreover, your reported justification contains more deception, the initial denial of involvement, and the bizarre claim that no deception occurs where no harm is caused.
Your claim to be above the “so called rules of social media, but rather the effectiveness of the communications” is the most worrying statement. Perhaps you could explain if the “so called rules” include NSW law?
Ben Shepherd
Jan 27th, 2009I think the point Fritz is making is valid.
A friend who also works in the wider world of marketing was saying over the weekend he thinks that the ‘idiots have taken over’ …
whilst I think that is a little far fetched … it is possible that the idiots think they have taken over and everything has changed.
and no one likes to be told everything is different now (everyone has a blog, everyone loves brands to a level where they talk about them to all their friends etc) and they’re a dinosaur.
jemster
Jan 28th, 2009backin15 you seem to be suggesting ‘stupid censorship for the sake of pandering to the ill-informed and paranoid’?
Go find your own petard….
backin15
Jan 28th, 2009Jemster, perhaps conflating two issues and drawing a single conclusion works sitting round the whiteboard wherever you work but it doesn’t in fact make sense. What Fritz’s done is to fabricate a story, dupe the naive news media into running it as fact and claim it’s ok ’cause there’s no adverse reaction. It’s a prima facie breach of the Fair Trading Act and, again, I suggest the industry police it’s own (i.e. not invite heavy-handed government over-regulation). Glib is a tactic best applied to a more robust argument.
Fritz Bachen
Jan 29th, 2009I feel like a publican at closing time. He’s turned the lights on, collected the glasses, and now ushering the last of the guests out the door.
To all of those who contributed to this debate without spewing vitriol – thank you.
It’s an interesting area – and I look forwards to seeing it unfold on social media blogs.
Personally I hope that those who develop a voice in this area are more Kerry O’Brien and less Darren Hinch (although guess we need both really!)
backin15
Jan 29th, 2009Nice metaphor. And at the risk of seeming rude, I feel like the last guest leaving still wondering if the beer was being diluted?
Stan Lee
Jan 30th, 2009Darren Hinch is OK. It’s his evil twin Derryn Hinch we have to worry about.
Fritz Bachen
Jan 31st, 2009BOUNCER! Over here.
adrian chan
Feb 14th, 2009Fritz,
I’ve done a lot of work on social media user personality types (see http://www.slideshare.net/gravity7) — I totally agree with you on the importance of understanding user/consumer psychology, and I think branding and marketing strategies focused on the user, and his or her experience of social media, are potentially much better targeted.
I just found you and will have to read up on your work! In case you’re interested, I blog regularly on social media, particularly from a theoretical perspective. http://gravity7.com/blog/media
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