Here’s the thing, social media is not media to be bought or sold; it’s not media in a “media buying” sense. It is actually a tool and a very strategic one at that.
My art is writing creative briefs that inspire great ideas from art directors, copywriters and other creative professionals. My briefs are catalysts. The Web and social media, in particular, are tools which provide access to consumer insights heretofore unavailable outside of research groups and/or consumer intercepts.
The best branding ideas I’ve conjured over the past year come straight out of the ether. If you know where to look and whom to follow, the insights are very close by. (See my Poster/Paster entry yesterday for a clue.)
I’ve yanked crazy good insights from YouTube videos, blog comments, tweets and Flickr tags (Okay, I made that one up, but I’m sure I will). For me social media is an organizing tool. It provides the best marble from which to chip, chip, chip away…until the statue appears.
Social media is an account and brand planner’s dream. You feel me Ada Alpert? Peace!