Archive for November, 2010

Social Media and the death of the mind

DATE: November 16th, 2010

A research study from the UK Institute of Psychiatry claims that constant disruption has a greater effect on IQ than smoking marijuana. Motorola introduced statements like “micro boredom.”
What is the impact of the internet, social media and constant connectivity?
Professor Gayle Porter at Rutgers University found that 50 percent of BlackBerry users would be “concerned” if they were parted from their digital device and 10 % would be “devastated.”
A few months ago I dropped my bb. It was in the case, but the screen still shattered. The phone company replaced it the next day… but I went an entire day without it.
I still tremble slightly at the thought.
It’s not that I’m so important or even that I get that many critical messages. Certainly few messages have life and death content. But I have become accustomed to connectivity. My husband resists watching movies with me on our very excellent high def system at home. He says at the theatre I will turn my bb off.
So what does this mean for marketing experts?
First of all, I think we have to get rid of the clutter. The inventors of facebook is now setting up a new social media: PATH. Path limits your connections to 50 because the thought is that no one has more than 50 meaningful connections. In other words, as a personal social environment FB has become clutter. Segment and use different strategies. Twitter is not the big win — it may be a part of a complete strategy.
Secondly, think before you speak — or type. Next generation marketing: content rules. It is absolutely critical that you say things people want to engage with in order to increase your audience.
Thirdly, know your audience. There are very few products or messages that command the attention of the entire world — well maybe Prince William’s gift of his mother’s sapphire to Kate. Speak to them in a way that they understand. Turn the benefits to the customer.
Gotta go… already missed 47 tweets……