The Body and Soul of Social Media

The Body and Soul of Social Media

Like the human being, social media ‘lives’ because of a dynamic relationship between body and soul.

Media existed before social. What changed in consumer media consumption and brand marketing that gave rise to this dynamic relationship?

(iPhone photos taken @BigFuel.)

Technology. Technology is the body of social media; it’s the skeletal structure and driving force behind media consumption and brand marketing.

People, more specifically consumers are the soul of social media. Without them, the technology would be purposeless. They empower the technology and utilize it for two reasons:

  • value
  • recognition

Now Get This
When the DNA of technology is created (by engineers, developers and entrepreneurs) to match the DNA (value and recognition) of the consumer, like two matching pieces in a puzzle, a successful relationship develops, and the social media body soul dynamic is a success story (think Twitter, Facebook, LinkedIn and Yelp). Once this dynamic exists, it can be leveraged by brands to create their own success stories (think Dell, Starbucks and Whole Foods).

The Take Home
Social marketers are in a unique position to innovate new technologies. Poised between brand and consumer we understand very well what both parties are searching for in the digital space.

Take for example, my favorite new startup Local Response. The company, co-founded by Kathy Leake provides marketers the ability to reach consumers across multiple location-based services in real time via mobile devices. This platform is intelligent technology, and I am excited to watch its growth.

If you work in social marketing: innovate. You may be surprised how far you can climb.

Did I just drop a hint?



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We Are... BIG FUEL

Hello! Big Fuel is a full-service marketing and communications company based in New York that takes brands from Content To Commerce. A unique approach that bridges "people stories" to "product stories" through social media and branded content.

Big Fuel is one part marketing agency, building brands through consumer insight; one part entertainment company, creating content that people love; and one part distribution company, driving guaranteed results by delivering content to targeted audiences. We work with major brands, leading agencies, publishers and platforms to help marketers achieve true consumer engagement.

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