Cultural References in Social Media

Today, our cultural references come from some fairly absurd places (TOWIE being one of the most disconcerting) but nevertheless a cultural phenomenon, once coined, has the strength and power to pervade our everyday lives, penetrate through to our deepest levels of consciousness and earn Buzzfeed millions.

Who doesn't have some inkling of what a 'selfie' is? Who wouldn't know the origin of the hashtag #letitgo?  (If you are genuinely perplexed on these points, just go back to sleep). You don't even have to watch the stuff - I don't own a TV but I am alarmingly well-versed on the status of Lydia Bright's relationship with Arg (so over btw but a reunion would be totes emosh). But, despite everyone in the stratosphere knowing about these things, on social media, it becomes a clever secret.

As people, we are sometimes remarkably simple beings and the perception of a shared experience makes us feel really, really good. It reassures us of our place in the world - makes us feel plugged in and part of the unfolding universe. Acknowledging references to our popular culture makes us feel part of a shared identity; gives us the sense of psychological community (which, Freud will tell us, stimulates the pleasure principle in our brains). And it just feels good, ok?

So, when a brand puts out a post about their product and makes clever reference to something in popular culture (by clever I don't mean so covert that people will miss it but rather that the reference is well thought out in connection with the content of your post) PEOPLE WILL LIKE IT.
When referring to popular culture, brands usually do so with some level of irony or parody and browsers sense the tone, get the reference and hit like to reassure themselves (and others) that they're on the inside.

People who like a post like this are doing the digital equivalent of a smug little nod. 

What their little thumbs-up icon is saying is: 'Hey guys, I get what you're doing and I like it *wink*'. 

What it also says to the person's  friends is: 'Isn't this just too rich for words? You do get it, don't you?'

It makes them feel good and it increases engagement with your content. Result. Everybody wins.

So my suggestion is to read. lots. all the time. read, read, read. Don't actually WATCH Made in Chelsea - just read the bloody papers. Channel your inner-sponge: soak that shit up. You need to have a firm grasp of today's popular culture in order to make it on social networks.

In summary: there has never been a more important time to know all of Disney's song lyrics.

Language and Branding: 'A rose by any other name would smell as sweet'.

Let's assess young Juliet's assertion that 'a rose by any other name would smell as sweet'. In nature - yes, this appears to be the truth (although, if we're getting technical, intensely farmed roses have no smell at all and therefore a rose called 'Dutch Beauty' might not smell as sweet as 'Ethiopian Sunset' but bless her, she wasn't to know that.)

But I digress, is the same statement true when applied to branding a product/service? Absolutely not.

Let's all think of a high-end, luxury villa on Lake Como. Let's call it 'Villa Romeo'.... There are white washed walls, stone courtyards with iron tables and a dappled path that takes you through the rose gardens down to the lake's edge...

Ok, enough of that - which slogan sounds better:

'Lakeside Luxury'
or
'Como'n join us.'

And here is where our darling, naive Juliet got it tragically wrong - the 'name' (or whatever other branding you attach to a product) really, really influences how sweet it smells.

Language is enormously fluid and marketers must try and leverage the popular associations that words produce in the minds of those browsing. With people increasingly finding meaning in symbolic representations of things rather than actual things themselves (think about every cup of coffee you ever saw on instagram) it becomes clear that representation - the 'name' or branding we give our products matters more than ever when it comes to winning interest and people's custom.

So, when it comes to putting out material about your brand, consider what language best represents you and will convince an uncommitted audience that you're the real deal. Whether your language is colloquial, formal or clever - consider the tone and your choice of words. Be aware of 'trending' words and phrases (think poor Gretchen of Mean Girls trying to coin 'so fetch') and employ them carefully, ironically or as applicable. A good grasp of language and it's power makes for a brand that exudes confidence, style and self-awareness: traits that inspire confidence in those with zee cash.

Let it never be said: 'Tis but thy name that is my enemy'.

#Branded

My old English teacher would have a heart attack if he saw how many times I use the word 'brand' on this website. But I don't like the other options that the microsoft office 'synonyms' funtion offers me.. 'sort', 'kind', 'variety', 'product' (product features a lot too, but to mean something quite different - funny how words do that isn't it? Takes me straight back to my semiotics lecture. More on that later).
The point is, everything is now a brand. I literally can't refer to my work without the word brand in every sentence.

To demonstrate: some peculiar things which have been developed as brands:

People:
Not least surprising are people like Katie Price and the Dalai Lama. Forget keeping up with the Kardashians, ima get my daily tweets from the Ashram of Serenity and Bright Light, India y'all!

On a serious note though, there are issues. All social media - indeed all marketing - is reductive of actual experience. The brand-builders decide what you see and know about a 'product' - they have to, they're trying to sell it. In terms of 'people-as-product', it projects a person's values according to metrics that typically apply to more conventional products: What are the key features of brand Obama? What is the target audience, what elements of the Obama message can we leverage to access this untapped market? and so on. This is fine if the person in question is well-versed for such puppetry (politicians generally have no difficulty) but generally the whole charade adds to a Jamesian 'depthlessness' of public information which has come to characterise much of the media's output.(NB swotty reference to cultural logic of late capitalism: Frederic Jameson for anyone who's interested). In broad terms this means that information has less to do with truth and more to do with what ideas are for sale on the black market of moral bankruptcy.. BLEAK.
In short, if it's a person that needs to be marketed, it should be done with authenticity, integrity and not an inconsiderable amount of style in order to cut through the bullshit. Team Katie Price, due to the product in question, are actually doing ok.

Places:
Not just places like London which enjoy a lengthy heritage in popular imagination but whole countries and then some really small places too. Costa Rica for example and down-town Harlem in NYC have rolled out cohesive marketing strategies and 'destination management' policies. Bizarre for the impression it gives of being a commercial 'product'. Harlem is jolly well going to have a say in how you perceive it's USPs thank you very much. Westonbirt Arboretum? (That'll be a relatively small collection of trees) - £10 for a privileged peek at these leafy boughs and a chance to buy a T shirt on the way out. Thanks very much for coming - please review us on tripadvisor. TREES I TELL YOU!
When it comes to branding, places were relatively unmarked territory (sorry) until recently. But increasingly, each untouched space has a host of brand guardians breathing commercial life into thin air...

But it's not all bad, check out Project Wild Thing. 'We've marketed everything under the sun, but now we want to market the sun itself'. Thrilling stuff. Now that is something my English teacher would have approved of.

The Tale of the Sun and the Wind: An Analogy

Once upon a time the Wind came to the Sun in a sulky and belligerent mood. 
'Why does everyone like you more?' asked the Wind, 'it doesn't seem fair. I am far better than you.' 
The Sun merely shone serenely and let the Wind continue (as was his habit):
'Let's have a contest,' said the Wind. 'I bet I can remove that man's coat from him quicker than you can.'
The Sun smiled in weary acceptance of the challenge.

The Wind huffed and puffed and pulled and pushed at the man's coat, but the garment didn't budge. The Wind blew a gale in the man's face yet the man simply pulled the coat tighter around him. 
When the wind had blown himself out, it was the Sun's turn to have a go.

The Sun gently beamed down rays of warmth on the man and it wasn't too long before he got too hot and took off his coat.

And so it is, my friends, with Social Media.

Social Media and Company Sales.

Should you use Social Marketing to increase your sales?

Well, no. Yes but not exactly. There's a lot of grey - a grey that's just as likely to spank you as the E L James type. SM success isn't measured by increased sales, it's measured by increased engagement. (this is apt to evolve).

But for now, here's a break-down:

Social:
Adjective. 'Relating to society or it's organization'
Synonyms: Community-based, collective, public.

Therefore, your social media isn't (or at least shouldn't) be about driving sales. It should be about 'relating to the society or societal organization' of your audience. It is a public, inclusive community organised around the main thing that each community-member has in common: your brand.

So, what we're dealing with when it comes to Social Media is, in basic terms, a dialogue with your audience about the very thing that brought them to the party - your product/message/service. They have come to your party so they're interested in (here's the rub) what they perceive your brand to be about.
So in theory, they're still on the fence. They've subscribed to an idea they have about your brand and your job is to try and deliver on those expectations/exceed them with your SM output while remaining consistent with your brand messaging. (see? plenty pit falls... good SM, despite what people say, is a skill).

Some maths:

good product + fulfilled expectations = trust

Once you've identified the key areas of expectation upon which you can convert browsers to loyal fans, your following will grow organically and thus, contrary to paid growth, will remain engaged even as your numbers soar.

So, how is this improving your sales? It isn't. It's building credibility.

A final sum:

trust + brand credibility = a super fertile/receptive/engaged community.

And this, chaps, rather than raking in vulgar wads of cash (*cue bitter tears*), is the true measure of a good Social Media strategy.

*If you are a blogger/you are your own brand, ignore all of the above.*