Social media isn’t everyone’s best friend, contrary to popular belief. It’s regarded as surprisingly ‘Marmite’ and is arguably both the biggest opportunity and the most troubling threat for marketers and publishers since the birth of the internet - perhaps even since the birth of the telephone.
Living so much of our lives online, we regular folk can now watch ads, enjoy editorial and comment on just about anything, all in real time. Once, we were blissfully passive consumers, willingly receiving a stream of messages brought to us via mass media; now, we have the power to make or break ads or content, simply by hitting a ‘like’ or ‘share’ button.
Anyone who doubts the power of social media to deliver a body blow to a brand only need look at some of the biggest marketing own goals of 2014 – like US pizza company DiGiorno, which contributed the comment “You had pizza” to #WhyIStayed, without stopping to think that the discussion was all about why women remained in abusive relationships.