{"id":14153,"date":"2012-12-13T16:01:31","date_gmt":"2012-12-13T16:01:31","guid":{"rendered":"http:\/\/coyote.ca\/wp\/?p=14153"},"modified":"2017-05-30T18:46:49","modified_gmt":"2017-05-30T18:46:49","slug":"cant-buy-me-love","status":"publish","type":"post","link":"https:\/\/coyote.ca\/wp\/2012-12-13\/cant-buy-me-love\/","title":{"rendered":"CAN’T BUY ME LOVE"},"content":{"rendered":"

\"\"<\/a>
\nThe article you just knew was coming to the mainstream marketing world arrived last week: The Buying And Selling Of Fake Followers<\/i>.\u200a[1]<\/sup> Yes, there are multiple online sources for buying social media likes, fans and followers. And it\u2019s cheaper than attracting them the old-fashioned way. You can all understand what\u2019s wrong with that.<\/p>\n

One of the key quotes is,\u00a0\u2018You get the same results buying Twitter followers as you do stuffing your bra. A line of superficial egg heads.\u2019\u00a0I don\u2019t understand the second point, but the first one is interesting in its imperfection. Let\u2019s pray that the buying of social media metrics does not have the long-term staying power of bra stuffing, which has been with us since Sigmund Lindauer\u200a[2]<\/sup> (sorry to Otto Titzling fans). I\u2019d hate to see \u2018social media\u2019 get added to that most deceivingly benign saying, \u201cAll is fair in love and war.\u201d<\/p>\n

In the early days of social media, proponents breathlessly exalted it as earned media, rather than paid media. So that\u2019s over. You can\u2019t do this sort of thing in traditional paid media. You can\u2019t buy a GRP or a print exposure in audited media that isn\u2019t a real GRP, although there is very definitely a range of quality in GRP, and this is the best and most important point of the article: just like in traditional media, social media should be all about quality and not just quantity.<\/p>\n

You also cannot do this sort of thing with a media that is well understood, particularly by clients. Even social media specialists should be interested in having clients who are enlightened about social media\u2019s strengths and weaknesses, and the fact that in many ways, it\u2019s like traditional media.<\/p>\n

It takes bravery to jump off a bandwagon that\u2019s still moving fast. And it\u2019s easier for someone like me who has a long timeline in the marketing communications. I\u2019m really impressed when people who are expected to be fanatical supporters take the plunge, like Leo Burnett\u2019s Thomas Kenney, who wrote a nice piece for Marketing back in October.\u200a[3]<\/sup><\/p>\n

I’ve tried to be thoughtful on social media (ALL ATWITTER ABOUT SOCIAL MEDIA)<\/a> for a while now. It\u2019s so much better to hear this kind of enlightenment from someone in the marketing communications business who was born after John Lennon left the planet. And while we\u2019re tying up a theme here (and understand in advance that I\u2019m in no way making any kind of personal comparison here), life-engaged people, even some with very long timelines, still know what they\u2019re doing:<\/p>\n

Sir Paul McCartney and friends, live, Dec 12, 2012.<\/a>\u00a0Even if you\u2019re not a Nirvana fan, watch to the end.<\/p>\n

Notes and references:<\/div>\n
\n
    \n
  1. The Buying And Selling Of Fake Followers<\/i><\/a>, Marketing Magazine (Daily PM), Dec 5, 2012.<\/li>\n
  2. awarded first patent for the mass-produced brassiere in 1913.<\/li>\n
  3. Column: It’s Time to Re-Evaluate Facebook<\/i><\/a>,\u00a0Marketing Magazine, Oct 18, 2012.<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"

    The article you just knew was coming to the mainstream marketing world arrived last week: The Buying And Selling Of Fake Followers.\u200a[1] Yes, there are multiple online sources for buying social media likes, fans and followers. And it\u2019s cheaper than attracting them the old-fashioned way. […]<\/p>\n","protected":false},"author":3,"featured_media":14155,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[57,59],"tags":[149,150,151,152,153,154,155],"class_list":["post-14153","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy","category-technology","tag-cant-buy-me-love","tag-fake-followers","tag-nirvana","tag-paul-mccartney","tag-social-media","tag-the-beatles","tag-thomas-kenny"],"yoast_head":"\nCAN'T BUY ME LOVE - Marketing Wilderness<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/coyote.ca\/wp\/2012-12-13\/cant-buy-me-love\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"CAN'T BUY ME LOVE - Marketing Wilderness\" \/>\n<meta property=\"og:description\" content=\"The article you just knew was coming to the mainstream marketing world arrived last week: The Buying And Selling Of Fake Followers.\u200a[1] Yes, there are multiple online sources for buying social media likes, fans and followers. 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