As someone who has spent a good majority of his career chasing the social media marketing dragon, this article on @ello by the Harvard Business Journal really hit home for me. Here are some choice quotes that really stuck with me and inspire me to rethink the way that myself and brands connect with people on social platforms:
"Businesses need to take Ello and its manifesto as a wake-up call to rethink the way they use social networks to reach customers. The intense interest and discussion engendered by this manifesto attests to the profound misgivings many of those customers now have about the networks that occupy a growing place our work, our relationships and our lives."
"That means stepping back from the relentless quest for followers, clicks, and mentions, and instead thinking about why brands got involved in social media in the first place. In its early days, the promise of the social web lay in the ability of companies to have direct and ongoing relationships with their customers — to become more responsive, more accountable and more attuned to the things their customers really cared about."
The truth is that many businesses, companies, and corporations look at social media as just another broadcasting medium and customer acquisition platform. I'm not saying all entities look at things this way, but a vast majority of them do. The brands who do social media right are the ones that genuinely use social platforms to create and participate in a community, a community that relies on trust and two-way communication. Ello's fresh approach towards building a social platform is inspiring myself and many others to reevaluate what it means to be social -- both personally and professionally. Brands need to adapt to Ello's manifesto and look inward to find what will make them different than the other 99.99% of brands using social media.