When Paul Adams makes an ‘appearance’ on this blog, it usually involves profundity. (background) Last week, on Simply Zesty, I saw this amazing presentation he made recently, which, in addition to showing the evolution of communication technology and its impact on us, also shed light on the role Facebook envisions for themselves. (Do read the post linked to above to the 3 main takeaways) The video is a must watch and worth the 20 minutes you spend.
The part, however,that interested me most, and affects my current line of work, is where he mentions that the way forward for brands, before they get ‘heavy’. Many lightweight interactions over time, that’s what he says. And I nodded my head vigorously when I heard that.
It also ties in well with the ‘tyranny of the big idea’ concept discussed here before. Lightweight interactions involve fewer resources – time and money, offer opportunities to create nuanced engagement based on objectives, user interests and other contexts. The tendency for brands is to use the media part of ‘social media’ and attempt to make big splashes. But I strongly agree that these are relationships which take time and a lot of interactions – to build trust and understanding. Once this is done, the big splashes will be made even bigger thanks to the support of an active and engaged user base.
until next time, light the fire…