The Hope Beyond the Hype
Questus founding partner and research head Jeff Rosenblum unveiled a new study at the iMedia Breakthrough Summit in October. How Social Media Users Think: The Hope Beyond the Hype explores the potential for building brands in social media. I was interviewed extensively for a companion video that is billed as an open forum on the future of social media. As Jeff puts it, “social media is no longer a set of tactics to be deployed. It’s something we’ve become. We’re perpetually connected now, creators as well as consumers.” An all-star cast, including Alex Bogusky, Hilary Weber, Joseph Gillespie, Charlie Tillinghast, were interviewed about the leveling of the playing field and what happens next.
Dan,
Perhaps the fragmentation of influence, that’s being driven by the self-publishing phenomenon, is the most disruptive change for legacy marketers that were schooled in the “mass-media” era.
They want to buy influence, rather than earn it. Also, they approach independent bloggers in the same way that they’ve always reached out to traditional journalists. It’s a though they are trapped in a time-warp.
It’s puzzling. Some acknowledge the apparent shift in the marketplace that results from open broad-based social media usage, and yet they continue to apply the same old methodologies from a bygone era.