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# #likeminds - Beware Social Media Tokenism
- URL: https://onemanandhisblog.com/2010/02/likeminds_-_beware_social_media_tokenism/
- Published: 2010-02-26T11:19:22.000Z
- Updated: 2015-04-08T14:46:43.000Z
- Author: Adam Tinworth
- Tags: like minds

[!\[John Bell\](http://www.onemanandhisblog.com/assets\_c/2010/02/IMG\_2931 - Version 2-thumb-240x360-1593.jpg)](http://www.onemanandhisblog.com/content/images/2010/02/IMG%5F2931-Version-2.jpg?ref=onemanandhisblog.com)After a public information film for the charity sector, we’re on to John Bell of Ogilvy.

And… he opens well. “How do we go from social media being a token effort for a brand.”

The CMO’s dilemma: after a year of experimenting with social media, they really thought they’d cracked the social media code: Facebook apps, blogger outreach. But with no real way to measure, it seemed like a whole load of work for very little tangible return. He longed for mass media… They’d just ported traditional marketing over to social media.

\- 90% of Facebook interaction happens on the Wall – so is an application the right way to go? <–good question, too infrequently asked. - Are your people sharing their best practices internally? Do you have a forum for sharing this? - Leadership tends to go to the highest budget – this can be a problem. - Paid media is not the antithesis of social media – it is not the antichrist. It can be a quick way to boost awareness. 

In essence, he’s arguing that a successful strategy is not just a series of disconnected initiatives that chase after the latest social media “hot thing”, it’s about a co-oridnated and managed series of activities that lead to a brand community forming (and that doesn’t mean building a “community” on your site – but building a real community across active social media sites). 

Some key questions:

\- If you met your brand at a party, how would you describe it? - How would it speak? - If it could invite its customers over, what would they do together? 

Great talk. Hope that the slides go up afterwards.