Curated Resource ( ? )
Branding in the Age of Social Media
Curated:
01/03/2016 from
hbr.org/2016/03/branding-in-the-age-of-social-media
my notes ( ? )
companies made huge bets on branded content... to leapfrog traditional media and forge relationships directly with customers... invested billions pursuing this vision. Yet few brands have generated meaningful consumer interest online. In fact, social media seems to have made brands less significant.
Digital crowds now serve as very effective and prolific innovators of culture... Crowdculture changes the rules of branding—which techniques work and which do not. If we understand crowdculture, then, we can figure out why branded-content strategies have fallen flat—and what alternative branding methods are empowered by social media.
branded content is ... actually a relic of the mass media age that has been repackaged as a digital concept... Crowdculture ... is a new mode of rapid cultural prototyping, in which you can get instant data on the market’s reception of ideas, have them critiqued, and then rework them so that the most resonant content quickly surfaces. In the process, new talent emerges and new genres form... art-world crowdcultures are the main reason why branded content has failed.
Digital crowds now serve as very effective and prolific innovators of culture... Crowdculture changes the rules of branding—which techniques work and which do not. If we understand crowdculture, then, we can figure out why branded-content strategies have fallen flat—and what alternative branding methods are empowered by social media.
branded content is ... actually a relic of the mass media age that has been repackaged as a digital concept... Crowdculture ... is a new mode of rapid cultural prototyping, in which you can get instant data on the market’s reception of ideas, have them critiqued, and then rework them so that the most resonant content quickly surfaces. In the process, new talent emerges and new genres form... art-world crowdcultures are the main reason why branded content has failed.
Read the Full Post
The above notes were curated from the full post hbr.org/2016/03/branding-in-the-age-of-social-media.Related reading
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