Social Media and the End of ‘Gender’?

16Feb11

The provocative title of this TEDWomen talk by Johanna Blakley obscures the essence of what she is saying – that with the rise of social media, the focus in advertising is going to shift away from appealing to demographics and instead appeal to the passions of particular groups and tap in to what people want.

If social media is a value exchange, then having good, appealing content is key to that exchange. Laura Scott from Addiction Innovation was particularly clear on this point at their ‘Trust, Transparency and Advocacy’ Social Media Week panel session last Thursday – good content is key in social media.

It’s clear that these things are linked. Though demographics can be effective, intangibles not accounted for by demographics influence our taste, likes and dislikes. The future lies in creating content that speaks to people’s passions.


 

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