June 18th, 2010

All Hail Betty White and a Black Spiderman?

It feels like no matter where I am online these days I keep hearing about how awesome Betty White is and how cool a black Spiderman would be.  These internet trends, mobilised by social media, have infected our computers and spread into the popular media before you even had time to get a vaccination.

In the  past few months, as participants in the wired world, we’ve bared witness to the birth of some incredibly newsworthy grassroot social media campaigns.  From the Betty White sensation calling for her to be Führer of all hosting gigs to the recent black Spiderman campaign,  it appears that social media ad campaigns are starting to take hold and creep into mass media.  With traditional news sources withering in the shade of social media, these mass media organisations are beginning to embrace these online campaign sensations gathering their “colour” pieces by turning to the realm of “what’s hot” on Facebook.  While the mass media is benefiting by attracting the fans already established from these social media campaigns, the campaigns themselves are also picking up steam by getting even more free advertising.

Proof that no matter how fancy or awesome an ad campaign is, sometimes the best method is a good ole’ fashion grassroots movement.  And that grass seems to be getting even greener on social media.  Consumers have made it clear, they’re in control now, they like to be involved in the movement, and have officially taken the power back from advertisers.

But if you’re one of those advertisers or marketers stripped of your power, don’t tie that noose just yet.  Although consumers have become active participants in the marketing world, this doesn’t mean that your job, or your life is over.  All this means is that you need to get with the program! The game has changed, and you need to too.  Unless you update your marketing strategies, your traditional ways of marketing will fall flat and your brand will be in trouble.

Just as the traditional means of marketing are on their way out, if campaigns like Betty White and black Spiderman pick up any more steam, god help whoever hosts the Oscars, or doesn’t make the next Spiderman black, because rest assured they’ll be some angry social media boycotts organised.

image by Valerie Everett, david_shankbone, & gaelenh.

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