Time Magazine Asks Brian Solis if Companies are Being Anti-Social with Twitter and Facebook

Are_Companies_Being_Anti-Social_with_Twitter_and_Facebook____TIME.com

Time Tech columnist Graeme McMillan asked Brian Solis for his thoughts on “broadcast” marketing in social channels and whether or not it would lead to “social blindness,” the social media equivalent of Advertising’s dreaded “banner blindness.”

The problem with most corporate social media strategies, according to one expert, is that they’re just not social enough, they’re actually anti-social, and that that will lead to “social blindness” and a downturn in overall brand loyalty if left unchecked.

Brian Solis, a new media analyst from Altimeter, believes that corporate social media efforts are “so anti-social that saying [the words] social [and] media together is like saying military intelligence,” and “are actually about to force people to start unfollowing and unliking [companies] en masse.”

The problem, he believes, is that most social marketing relies upon the old-media idea of one-way communication, which only distances the companies from their target audiences.

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ABOUT ME

Brian Solis is a digital analyst, anthropologist, and also a futurist. In his work at Altimeter Group, Solis studies the effects of disruptive technology on business and society. More so, he humanizes technology’s causal effect to help people see people differently and understand what to do about it. He is an award-winning author and avid keynote speaker who is globally recognized as one of the most prominent thought leaders in digital transformation and innovation.

Brian has authored several best-selling books including What’s the Future of Business (WTF), Engage! and The End of Business as Usual. His blog, BrianSolis.com, is ranked as a leading resource for insights into the future of business, new technology and marketing.

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