We’re almost a decade into the era of social media and I believe it’s time we got a step back again and had a fresh look. The known truth that sociable mass media is an enormous ethnic trend is very interesting. But it is only relevant to marketers insofar as it impacts our ability to influence consumer purchasing behavior or the building of brands.

We know that sociable media is a huge worldwide trend. But how social media marketing about? How effective has it been for the intended purpose of improving product building and sales brands? This is a crucial distinction and has been at the root of tremendous misunderstanding and incalculable misuse of marketing dollars.

When the thought of social media first was introduced, it seemed impossible that it wouldn’t have substantial value in marketing. The logic went something like this: People are going to use sociable media to talk with each other. They are interested in brands. They have interactions with and about brands surely. The web will allow them to talk about their enthusiasms with other people who will, likewise, pass these conversations on and potentially create a huge amplification when a few comments can morph into literally tens of thousands of impressions. Of course, the attraction to marketers was instantaneous and powerful — who doesn’t want to make tens of thousands of positive impressions without spending a cent on press?

In fact, many proclaimed the advent of social media to be the loss of life knell of traditional advertising. Understandably, marketers quickly followed social media marketing as a fundamental element of their marketing activities. In the same way once in a while a alleviation pitcher hits a home run, inexorably a few brands did some simple things with sociable mass media that became big commercial successes. These successes became legendary and were offered up at every conference, atlanta divorce attorneys magazine, and at every home based business pitch as proof the impressive power of social media. As time went on, however, it became clear that the philosophical basis of social media marketing was flawed.

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People were enthusiastic about engaging using their friends on cultural media by writing personal experiences, politics opinions, silly videos, photos of children, dogs, and meals. However they seemed to show little to no interest in talking with or about brands – except sometimes to gripe about mistreatment. But we became good at ignoring the data of our very own eyes really.

A look at any Facebook web page or Twitter feed could have quickly convinced any dispassionate observer that individuals weren’t broadly sharing their enthusiasms for brands. Actually, people were overwhelmingly not voicing enthusiasms for brands whatsoever. And on the rare occasions when they did, their comments didn’t get shared and go viral, but quickly trickled away.

Additionally, webpages that brands built on Facebook and feeds they created on Twitter drew preliminary interest as novelties, but soon became moribund as consumers found them to be self-serving and bland. Today, about 7 in 10,000 of a major brand’s followers will build relationships a Facebook post. Becoming a publicly kept company, and needing ways to make money because of its shareholders, Facebook noticed what was taking place and quickly changed its tune. To their credit, Facebook pulled one of the most amazing bait-and-switch jobs in the annals of business. Notwithstanding Zuckerberg’s earlier proclamations, they realized these were in the traditional advertising sales business.

They slipped the fancy talk about “sharing” and “engagement” and quickly reverted to “reach” and “TRPs” – the decades-old language of traditional advertising. Facebook’s business is no more about providing a discussion board for conversations about brands. It really is now believed that about 1% of a brand’s followers receive the brand’s posts naturally. It is no such thing. It is traditional paid advertising. But, as always, the cultural press lobby is nothing at all if not cunning.

Every time their spurious claims are shown they redefine “social press” to match the reality. So we now have “social advertisements” — a whole contradiction in conditions. The thing that was supposed to replace ads is now ads. Social media is an amazing worldwide phenomenon. But social media – and the promise of free lunch through discussions and sharing – has turned out to be a dream.

The only reason his praise was so high was because he’d annoyed Socket… on several occasion. One instance wasn’t even planned. Even today he could still see that fireplace, see himself fleeing as if he was nothing more than an onlooker. He didn’t know how long he sat there, letting the heat from the shower soothe the pain away. As he up stood back again, water flowed from his long fur and soaked the ground as he shook himself dried out.