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.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
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.
Editor's note: This story is part of a series we call Redux, where we're re-publishing some of our best posts of 2011. As we look back at the year - and ahead to what next year holds - we think these are the stories that deserve a second glance. It's not just a best-of list, it's also a collection of posts that examine the fundamental issues that continue to shape the Web. We hope you enjoy reading them again and we look forward to bringing you more Web products and trends analysis in 2012. Happy holidays from Team ReadWriteWeb!
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.