Beware the dangers of (anti)social media

This was a guest post published on Quest PR’s blog, garnering seven tweets:

With 25 per cent of our time spent on social networks and blogs – a 9% increase since 2007 – it’s hard to envisage our appetite for virtual voyeurism and sharing the banal minutiae of our life abating any time soon.

Where people gather in large numbers, be it physically or digitally, businesses try to get their voice heard – and the big brands often succeed. For example, on Facebook Nike is ‘liked’ by 2,129,862 acolytes and Aston Martin by 330,579, while on Twitter Marvel Entertainment boasts 78,087 followers and Starbucks 80,943.

However, while social media can give you impressive reach for a negligible investment, for all but the coolest of brands it’s fiendishly difficult to build and sustain an audience through a medium where billions of other websites are a few mouse clicks and keystrokes away.

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