Year 2004: Me on Facebook.
Year 2007: Brands/Businesses on Facebook, yay!
Year 2011(?): Advertising on!
Year thereafter: Get me more audience. Let's go viral!
Yes, this is an attempt to keep this space alive and kicking. That's the whole point anyway, ain't it? You spark a platform, you fuel the fire. What should go next on my site is a resident thought in my head. This is something that many have spoken about, many have preached about and fought wars for, but a crime that has been committed all along. I have been a part of this, failed to be a renegade!
There are many brands who still consider social media as a slide in their report-decks. We often hear them chanting, 'Go viral, after all it's social media'! The numbers them (and us) digital agencies chase are also platform-centric: facebook, youtube,twitter,whatever! Media buying is another smiling devil. What else do you think makes portals change their reach algorithm? :)
Your idea or campaign cannot be different depending on the platform you choose to spend those big bucks on! It's as simple as this: Think what you want to do (can be as ambitious as kicking someone out of a vessel hanging in the outer space) and then explore platforms to promote the same! It is not and never can be the other way around. Make sure your ONE BIG idea is platform agnostic - promoting it can shape-shift to fit the platform (print/out-door/digital/TV/etc.).
Words of Wisdom (for the nth time, where n = infinity raised to n): If you are in-charge of marketing your brand, get all your partners (mainline?/PR/out-door/digital/et al) in one room, lock them doors, melt those keys and leave only if you have cracked the way out!
Note: Old school Tic-Tac-Toe is a two player game. Only two.
