As more brands move to blend content with ads, we can expect less consumer trust, lower yields, and a need for higher levels of quality to achieve success.
I first met Simon Mainwaring in Boston in September, 2011 when we shared a keynote on best cause marketing practices (thank you, Katya). Ever since then, I have admired Simon’s unwavering commitment to change the world through cause marketing.
His bestselling book We First is a must read for anyone who believes that businesses play a role in their larger community. I wanted to check in with Simon, and see how the We First project was coming along. Here’s what he had to say…
GL: How has We First been embraced by the business community?
SM:Outright the business community has been very kind and open towards We First, welcoming both the book and its message. That said, the purpose of We First is to contribute towards substantive change through which the private sector tempers excesses that compromise the lives of others and does more to contribute towards positive social change.
Most of the online hype about organizational social media adoption revolves around the “social business” craze. In my conversations, most businesses say they’re grappling with the multichannel integration into marketing. It begs the question, “What will come first, the full integration of social media into the marketing wheelhouse or the widespread rise of socially-enabled enterprises?”
Last January, we debated whether social business was BS or reality. It’s a good question, and one that’s still not fully answered in my mind.
The first chapter of Welcome to the Fifth Estate discusses social media empowered people that act independently of traditional media, government and corporate structures. Last Saturday night on WOR Radio’s The Business of Giving show I had the pleasure of discussing this tension with host Denver Frederick. From Syrian bloggers fighting the Assad regime to the anti-Komen Planned Parenthood social media fury in the United States, people continue to fight power structures with social media.
Average citizens feel a need to circumvent established media as well as traditional government and corporate structures with online tools. Their information needs are unfulfilled and voices are not being heard. So people activate themselves online to demand change and action, or to form new innovative ways of resolving their problems.
The Syrian Revolution
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