Golden Child Or Golden Water?

Social media isn’t the answer.

With
every marketer in the world clamoring to make their message heard, social media
has gone from the golden child to the pool filled with golden water. The
place is so crowded, nobody goes there anymore. And the days of buying likes,
tricking people into consuming content and bothering customers into doing
business are over.

Ten years ago, when the web was just a baby, and when we
didn’t know any better, the set it and forget approach to marketing might have worked.

But we’re big boys now.

And if companies were smart, instead of drinking the pee
water like everybody else, they would do the bold thing, initiate brave conversations
about something bigger and create a whole new pool.

That way, they could be everywhere the competition isn’t.