Will wrote a really good post last night about being anti-social (you can read it here). I've been thinking a lot about social media bandwagon recently, and whether sometimes we should be advising not to get on (despite shooting ourselves in the foot fees-wise). Anyway, back to Willsy (am I allowed to call you that?). It was a good post because it generated good comments, from which two points really struck me.
Firstly, Katy made a really good point about there being another way to be social, and something that is actually key for most to all companies/brands. That is listening, rather than talking. I quote: "A brand who listens to me is being a damn sight more social, because being social is about two-way exchange. Being social isn't about social media, it's about social behaviour".
You don't have to have a Twitter account (with 7 followers that all work in the marketing department), but you should be searching Twitter to see what people are saying about your brand.
Secondly, Michael Gross made the point that "I would be even more radical and say that a lot of the stuff that social media gurus suggest during those conferences can be actually dangerous for a lot of brands". This is particularly relevant in the luxury arena: "I don't want [luxury brands] to talk to me, they don't want to talk to me - that's part of the whole deal, that is what makes them extremely admirable, holy and unreachable".