There’s nothing like air travel to drive home just how broadly social media has permeated the marketing psyche. I drew this on my way to NTC last week in DC. At every turn on the trip, I saw Twitter and Facebook icons: littered throughout the in-flight magazine, plastered on the now-ubiquitous illuminated billboards in the terminals, on the cash registers at newsstands and restaurants.
I visited a few of those Facebook Pages and Twitter feeds, and most of them actually do have an active presence: tweets, updates and content designed to engage me.
What they lacked, with one or two exceptions, is people – a name, a photo, a human face to attach to all that Content™ and Engagement®. I had no idea who I was dealing with.
Absent a personal identity to relate to, I have to assume that I’m talking to The Brand: a mix of carefully-crafted informality and meticulously-planned spontaneity. And maybe I’m an outlier, but I don’t want to be friends with a brand.