What are you going to do with all your Facebook fans, Twitter followers, and YouTube audiences? “We forget that these programs have to pay into something, a shared value or a social context where the product actually gets used” says Erich Joachimsthaler at Vivaldi Partners.
Smug, stunt-driven apps, games, and videos generate buzz but little else. Social currency is what’s truly valuable.
FastCompany produced the above infographic about a piece of research from VivaldiPartners. They highlight the main points as follows:
1. Advocates Trump Followers
2. Context Matters
3. Not every brand should be social
4. Social Tools arae a means not an end
5. Gimmicks marginalise trust
