Seth's latest post articulates two of the major issues facing social media:
1) Traditional companies and (the marketing tactics they employ) are selfish and lazy. They're not looking at transforming their company to fit the new world order, but instead just trying to manipulate the "hot" tactics of the day.
2) By diving in to the social medial world, brands are creating more clutter, making it the medium less and less useful, valuable and, yes, even fun.
Does that mean social media is a waste of time and resources for your brand? No.
But it does mean that's time to look beyond Web 2.0 to Business 2.0 (or perhaps its Business 7.4 by now). It is time to start re-building your product and your processes from the ground up to add a real, tangible value in the ways your customers want to consume it. And just as importantly, it is time to stop cramming your old approaches into the new marketing environment we've found ourselves in.
If you don't, you're just adding to the mess.
The good news is that underdog brands have a very distinctive advantage. You can afford to take risks. To adapt quickly. To make substantive changes without 4-day committee meetings.
In the coming weeks, we'll take a look at some SPECIFIC actions underdog brands can take.