On the privatisation of social engineering
By Hugh Jordan. Myths exist in many industries, perhaps none more so that marketing. Luckily, Chris Clarke, LBi’s chief creative officer, was on hand at brand-e’s recent the Buzz about the social media buzz event to puncture a few choice social media myths.
“A lot of people say technology is the biggest driver of social interaction,” Clarke posited. “Bullshit! [pop went myth number one]. Research shows kids are spending more time on social media but there are many reasons for that – parents are scared to let their kids out on the streets, and when kids do go out in groups they are labelled as thugs… social media is filling a gap not driving the interaction.”
On Clarke went, his bullshit monitor wielded mercilessly. Social media is the future of everything… pop! Social media leads to deeper engagement and commitment with consumers.”
Surely, no.
“Social media actually leads to an erosion of commitment,” said Clarke. “Taking part in a quiz or game on Facebook proves nothing. It is the difference between clicking a button and writing a blog.”
To elicit real commitment from consumers, Clarke says brands have to embrace a type of profitable philanthropy, something the team at LBi calls ‘the privatisation of social engineering’.
“Brands need to become responsible for driving the issues that affect our lives,” Clarke explained. “As governments have gotten smaller, their remit is beginning to be taken by brands. Brands have been squeezed out of interruption. They are now having to use content to get their message across.”
And content must to be meaningful. There must be a ‘big idea’.
Clarke cited the work Puma has been doing in Africa, for the last decade, but plenty of other examples exist. From Philips installing machines to cut down waiting times in Chinese hospitals to Toyota taking over the upkeep of Californian freeway sections, brands are usurping socially useful roles previously occupied by governments.
As much a marketing call-to-arms as dissection of the social media marketplace, Clarke’s talk was inspiring. He implored brands and agencies alike to think long-term in strategy and aim to make a difference to people’s lives, rather than churn out gimmicky campaigns designed only to inspire cycles of tweets and re-tweets.
“Information isn’t knowledge,” Clarke summed up, lancing his last myth with gusto. “Brands have a role as curator, simplifying shit. It is about encouraging people to be more empathetic and social.”
