The social media trap. Avoiding the pitfalls and leading with strategy.

More technology does NOT equal more brand engagement.

Digital is just a tool to let people connect to a brand. Marketers still have to use the tools to make the connection happen.

Digital Yes. But which one? and how? and when? It really matters.

The power of social media pulls on marketers to deploy brands in ever more and more ways but just having a social media presence isn’t the answer. There’s some startling things about digital media that you need to know:

  • There is a direct negative affect on people’s mental state and feelings of wellbeing as their time increases on Facebook (University of Michigan study)*
  • An increase in internet time can lead to a reduction in social circle size and increased rates of depression, loneliness, lower self-esteem, mental illness, family dysfunction and overall life satisfaction. (Kraut et al, Yang, Young & Rogers, etc.)**
But don’t blame social media itself. The “media” is NOT at fault for inherently, as people, we are wired for connection. – Matthew Lieberman

Digital media has real power – but marketers must know how to use it.

At Emissary, we believe there are 2 simple Do’s and 2 Don’ts that every marketer has to know to handle digital well. If you’d like to learn more, we’ll happily share them with you: drop us a line and we’ll get you started.

FOOTNOTES:
* source: http://ns.umich.edu/new/releases/22708-passive-facebook-use-undermines-how-a-person-feels
** source: http://www.iojes.net/userfiles/Article/IOJES_436.pdf

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