This is the week that was: When social media showed its good and bad side


16-Aug-2011 08:59:00
Back earnestagency

Panic on the streets of London. The week in B2B and more.

This week there was only one thing dominating the news (apart from the small issue of the economy going down the pan) – the streets of London were taken over by baton and Blackberry wielding youngsters, ready to grab whatever they could get their hands on.

Is there anything the world of business, and B2B, could learn from this? Well not a huge amount, apart from of course a slap in the face that social media is truly the mouthpiece of the next generation and the channel that tomorrow’s business leaders, and buyers, will be using.

Brand shift of the week:

Ask any suited and booted gent on the Tube why he is using a Blackberry and he will either tell you ‘it’s good for email’ or ‘it’s the most secure on the market’, but RIM learnt this week that its market is shifting. 40% of British teenagers are using Blackberries to interact with their friends on BBM (messenger) and through social media – with 57% now visiting social networking sites on their mobiles. RIM came under fire when their new, not so desirable, brand ambassadors used the devices to orchestrate the riots across England. All credit is due though, the company did respond with tip top PR efficiency, ensuring they were working with the Police and tweeting about it along the way.

Social media do-gooder of the week:

It’s made brands famous, it’s got people fired, it’s even dominated news headlines in the latest months. Social media was once a growing fad, gripping the interests of the marketing community, now it is an engrained part of how society interacts and communicates. At times it is also the beacon of shining light in the murky online world - #riotcleanup was one of these. Spreading like wildfire and becoming a top trending topic in the UK, this online movement encouraged the masses to come out with their brooms and get sweeping. Social media does not just show a great development in technology, but also for society as a whole.

Online controversy of the week:

The benefits behind the power of the social networks is clear for anyone to see, but is there a time when they become too powerful, and they must be reigned in? In light of recent trouble the British government certainly think so. But is this right, and more importantly is it fair? We think not, and restrictions in social media could really change the whole game online. A former official at GCHQ agrees: ‘Any attempt to exert state control over social media looks likely to fail’

Wake up call of the week:

So back to business... The continued growth of content marketing has been a great success for many organisations and their brands, with thought leadership papers a must have feature on any website or microsite. The IDG, however, released a report this week which highlights that if marketers want to make real inroads with their thought leadership pieces, true localisation is needed – so yes, it is worth the hassle.

Infographic of the week:

Ever wondered why there is a strange black and white patterned square appearing at the bottom of a number of printed adverts recently? Fear not! It is not a printing error but the simple QR (Quick Response) code, allowing anyone with a smartphone and a scanning app to go from offline to online with the simple push of a button. Does anyone really know what QR codes are, how they work and how they benefit them?

Fun fix of the week:

We mentioned earlier that the fall of the world economy got a bit lost this week, but it’s not all doom and gloom when you look at it in a different way.

That was the week that was. We hope yours was a good one too.

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B2B Marketing Social media Technology

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