Wednesday, December 8, 2010

Silly Beats Serious

The rise of social media marketing has prompted Advertising Age to suggest it's time to redefine "relevance."

"Relevance has long been a central tenet of effective advertising, but the rise of Facebook and Twitter are forcing a redefinition of the term," writes reporter Matthew Creamer.

"There's increasing evidence that the most-effective kinds of marketing communications on these websites are simple, random, even banal statements or questions driven by the calendar or the whim of a writer that may not have anything to do with the brand in question."

"Conversational posts" in fact produce 8 to 12 times the response of "brand-oriented" ones, according to Creamer.

As an example, he cites a Facebook post by Blackberry in November.  The com
pany posted a simple Happy Veteran's Day message that received 8,000 likes and 500 comments.  The response far outran reactions to other recent posts concerned with Blackberry products and product tips.
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