Why some people don't get social media...and why they will get it soon.

I have recently attended Alex Grech's workshop on Social Media. The presentation was music to my ears because it very nicely captured the many thoughts relating to interactive 'marketing' and some new real life insights, some of which triggered us to set up BLAB in the first place.

All throughout the presentation I toyed with one question in my mind: "Why don't we all get it (social media that is)?" Why do you get web masters who aren't yet on the web, on facebook or twitter amongst other social media. Why aren't brand executives urgently concerned about the opportunity that they are missing out on? And finally, why do we consider online (and social) strategy as a cheap marketing alternative which can co-exist by the side of the actual publicity budget?

Adage's article on big brands complaining with Twitter about individuals using their brand name as their personal tweeter identity says it all - the 'old school' brand executive thinks he/she is in control of the brand value, but they're not...the average consumer is. Social media simply amplifies the consumers' dominion on your brand. It has been there for a long time, since consumers discussed their purchases. Nothing has changed except for the technology enabling the discussion.

And the sad news is that it is so obvious...we ignore it.