I know I go on a bit about “social media” and how it seems to me that it’s the tail wagging the dog, with everyone jumping on the bandwagon without in many cases having thought out why the fuck they are doing it, apart from the fact that everyone else is doing it and they don’t want to be left behind. There’s a very long and repetitive interview on UK site, thedrum.com with Ron Peterson, the new “Social Director” of AKQA in London. Apart from the fact that he constantly talks about blowing up silos (Wot, no fucking walls to knock down?) He goes on and on about how, "Social business is how we can use a network or connectivity to access information and data. Much like the Internet changed the world 18 years ago to drive the bottom line of businesses and drive revenue, improve efficiencies, reduce costs and ultimately make a business more social.” Sorry Mr. Peterson, social media isn’t like the Internet; it’s merely a platform that exists within the internet. We could already use the Internet to connect to an audience, collect information, and scoop up all that data everyone is fucking freaking out about these days… But, the only data you will collect via social media, is about the fucktards that use social media. And yeah, I know that’s a lot (Big Data, anyone.) But you still have to get them to buy your shit. That requires creativity. And the day you stop seeing that as the single most important element of your marketing communications program, is the day advertising will be finally fucked.
I know it's not Friday, but I need cheering up!