If advertising is a firework, social media is a bonfire

A smart presentation that does a good job at pointing out the basic difference between advertising and social media.

The most interesting bit: “If you have an amazing bonfire already, use a few fireworks to bring folk to it”.

This sounds reasonable, but it’s the opposite of what most companies do: instead of advertising their social properties, they try to “socialize” their advertising campaigns…

In all honesty, the presentation follows with “If your fireworks are great, stop people disappearing by getting a good ol’ bonfire going”. But you can see how weaker that is: when we gather up for a firework, it doesn’t necessarily mean that we want to make friends with those around us when it’s over. We were there for the firework, not for the company…

Final Burp: If you want your advertising to go social, don’t go for advertising. Come up with a social idea, and then advertise that.

About these ads

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s