The unsustainable exploitation of social media


Just a quick post to highlight this opinion piece on the Drum which suggests that brands might be to blame for a decline in consumer interest around social media sites.

Steve Cater goes on to recommend that brands seek not just to exploit social media as a pure media channel, but instead to add value to users rather than sucking all the value out of it.

I wholeheartedly agree – and this resonates loudly with my Sustainable media manifesto that I wrote a couple of years ago.

Interestingly, on the same day, the Drum also posted a piece about Sky media’s adsmart proposition, making the point that to be successful it would need to benefit viewers just as much as it benefited brands.

It is good to see a momentum of opinion behind this attitude, I just hope that advertisers start to pay attention.

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