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It’s all about content, content, content!

Milly Diaz
Milly Diaz
Associate Director of Social Media
14 February 2011

Last week, London took part in the worldwide ‘Social Media Week’ movement and I had the chance to check out a few lectures and panel discussions hosted by our local organizers.

The message that came through loud and clear is that content’s reign as king is stronger than ever.

Panel experts were less interested in tackling the question of ‘why social media?’, which even last year was a key theme at social media conferences. Across all industries, it was asserted by multiple panelists that major brand players have accepted that social media must be integrated into the marketing mix.

DDB’s social media expert claimed that since social media has essentially become commoditized, having a branded presence on the major networks is not enough. To maximize the effectiveness of a social presence, social media strategists working on behalf of a brand must accord significant brain power towards the planning of meaningful, highly creative and original content for their clients’ social media channels.

One of the best insights of the week came from an Amnesty International digital project manager — people don’t come to you, you need to create content that travels.

Last year’s Old Spice campaign demonstrates the truth of this insight clearly. Was Old Spice a brand consumers sought to engage with before those infamous video messages made their rounds on social networks? Possibly not…?

If you took part in any of the global Social Media Week events we’d love to hear from you! What are your thoughts on the key points discussed in your sessions?



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