Social Media Is Dead. Long Live Community!
In this opinion piece, Venessa Paech (pictured below), co-founder of the community management conference Swarm, argues social media isn’t the saviour we’d all once hoped and why it’s now all about the community…
Early champions of social media find ourselves in a tricky spot. As long time advocates of the positive power of social technology, we reflexively spring to defence when someone scapegoats’ social media for the woes of the world.
But the truth is, social media is doing damage, and it’s not solving the problems we hoped it might. Facebook may wind up being the biggest mistake we ever made. So it’s time to get real.
Social media for businesses is still typically used as a broadcast tool. There’s a reason they’re called channels. Even if those businesses are generating plentiful comments and a whopping number of shares… it’s still a media model, using connected audiences to scale. That’s fine. But it’s not a community model, nor is it the best way to affect behaviour. It’s old media in new clothes. Turns out we’re even more resistant to change than we thought. When you apply a media model to relationships, you reduce relationships and engagement to binaries, which creates serious challenges.
We’ve seen the race to the bottom play out, and it’s not pretty. Newer social media managers are particularly vulnerable to demands from organisations asking them to transgress boundaries to get a reaction – any reaction. Stoke a generational debate, play the race card, hot or not. They’re tabloid tactics that have been with us over a century, but they’re no more about meaningful engagement than than they ever were.
Organic reach is virtually zero, sending businesses scrambling to hit targets, throwing money at the problem, meanwhile brand social media managers spend their days gaming algorithms and nursing anxiety about being replaced by bots who could probably work that algorithm just as effectively.
Algorithms that make our lives easier somewhat less conveniently polarise and radicalise. We hand our power to platforms we don’t own whose mechanics are shaped out-of-sight and for profit. The noise gets louder, and we wonder why ‘authenticity’ doesn’t cut it anymore.
But engagement isn’t a straight line or a Like button. Communities are a type of social structure that accommodate the nuances of engagement over time, and don’t reduce people to a click, download or site visit. Instead of arguing in meetings about the dollar value of a Like or tweet, we can proactively create the behaviours and outcomes we’d like to see more of using community approaches. (Outcomes we know how to attribute and value, such as answering questions from other community members, creating original content, or offering considered feedback).
Communities are easily confused with social media. But when it comes to filter-bubbles, there’s no contest. Communities can actively reduce polarisation. The Wikipedia community has been studied at length for its success in promoting less segregated conversations. Communities proactively create culture, and culture ‘sells’ more powerfully than any product offering. Do you have the tools to steer culture on your social channels?
Communities aren’t immune to idiots, but they’re more resilient than social media to disruptors on a mission to derail or attack. Trolls who take on established communities face an army of pushback, not an isolated individual relying on a report button (unlikely to ever reach a fellow human being with context and understanding of that community).
Community managers are engagement professionals who design for the gamut of that engagement over time, as the context demands. They engineer for shared value and desired behaviours, while building for trust and safety. They architect for community knowledge as an asset. Communities can be built within a social network like Facebook, however they butt up against the purpose of that platform (to capture and monetise data). Communities of purpose are flocking to alternatives to build communities on their own terms (and escape the unchecked Ids native to social streams). We crave depth and dimension. The open web seems poised for a comeback.
There are some truly impressive examples of advertising in social media. As a marketing channel, it’s a creative gift. It remains the single most effective transmitter of content at speed across geographies. But for organisations interested in more than a digital age telegraph, the struggle is real. It’s time to revisit the value of OG social – community.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.