Der, it’s social connection, not social media.

Sometimes we can be our own worst enemy in the ad world.  Nearly everyone refers to “social media”.  The chatter goes… “How can we bring the campaign to life on social media?”  “What shall we do in social media?”

Like it’s a channel where you can buy ad space.  With the exception of some little square ads on Facebook, that’s not the case.

Social media isn’t media at all.  It’s a place where people connect and share their thoughts and feelings.  With friends, family or just followers.  Meeting their deep human need for social connection.

It’s a great place for ad people to listen.

Like the day when Osama Bin Laden was killed and a Twitterer shared, “I just have this sense of the passage of time over the last 10 years”.  So did I.  So did many people I think.  Stopping and remembering that awful day in September 2001 when we knew the World would never be the same ever again.  Then reflecting on what had happened in the World, and personally, over those 10 years.

The wonderful insights that can be uncovered in “social media” have nothing to do with advertising and everything to do with connecting with people and understanding their thoughts and feelings.  Information that can be powerful to grow brands.