Alternative marketing thinking

iCONTRACT

Social Media A Bubble?

Umair Haque provokes again, calling the current obsession that brands and marketers have with social media as something that’s not sustainable. While he sees people making a lot of linkages using new media tools as a good thing, he believes these connections are weak and thin and one that will start falling off when people start to get bored. Thin relationships are the illusion of real relationships. Real relationships are patterns of mutual investment. I invest in you, you invest in me. Parents, kids, spouses — all are multiple digit investments, of time, money, knowledge, and attention. The “relationships” at the heart of the social bubble aren’t real because they’re not marked by mutual investment. Read more on the HBR blog.

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