Commercial Intimacy

Social Media and Commercial Intimacy

Social media was, as its name suggests, envisaged as a phenomenon of the social rather than commercial sphere. The frenetic adoption of social media for commercial ends belies that vision. But as an immature medium (or at least a still rapidly evolving one) the end, or mature state is not yet clear. So far the bulk of corporate and commercial use of social media seems to treat it as just another channel.

In reality it’s potential to turn the tables on big, one direction marketing is enormous. The interpersonal networks that social media supercharge have enormous, latent commercial clout. Any brand or service that performs well or poorly can and will be instantly outed, for good or ill. What is emerging is a hugely powerful, instant and pervasive referral system. This sort of power in the hands of consumers is new – we are picking it will be a powerful driver towards more personalisation and to greater brand integrity.