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. He is an avid keynote speaker and award-winning author who is globally recognized as one of the most prominent thought leaders in digital transformation.

His most recent book, What's the Future of Business: Changing the Way Businesses Create Experiences (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. In 2009, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.

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