That isn't to say social media is going to vaporize. Like any other "bubble-infected" product, there is real demand. It is just that, in a bubble, there is wasteful over-investment and speculation that is unsustainable. If there is a bubble, and then it bursts, we should expect that the long-term demand will settle back down to a sustainable level.
But people won't be panicked about "needing to be on Facebook or use Twitter" they way they sometimes think they must, today. Some firms will be able to make good use of social media; others will find it works, but in different ways than they currently believe.
The "crazy" thinking will die down and this relatively new set of marketing tools will take their place in the marketing mix. Those who do it right and for the right reasons, will remain. Social media has enabled us to connect with more people both personally and professionally. It has enabled brands to build a certain level of relationship with individuals, and this has changed the face of marketing.
What will come next is a better understanding of how social media enhances most other forms of media and marketing.
No comments:
Post a Comment