Shiv Singh: October 2008 Archives
Here's a great clip passed onto me from my friend Terri. It says it all. How we're talking down to consumers when we shouldn't be. We're acting like we know consumers but rather we know segments and statistics. Time for that to change.
Social media as a marketing vehicle is still its infancy, but Shiv Singh, VP of social media and global strategies at Avenue A/Razorfish, says most brands already realize that what works in one market may not work in another.
“One of the major reasons why social networks and social media have become a runaway phenom enon is because it is very localized,” he says. “It is very much a local activity with local friendships and local relationships.”
It is important to also remember that culture plays an important role in social media behavior in a specific country. In some cases, online social media is considered an alternative culture movement and in others it is a natural extension of the physical world. Having worked in three continents, I've seen this first hand.
As a result, social media campaigns and other social media initiatives need to be looked at carefully for how they will work from country to country. One should also keep in mind that if you connect customers from different parts of the world together, it may result in some unexpected consequences. A brand can be incredibly strong in one region and very weak in another. Read the full article.