Will tech determinism render social media as useful as a chocolate tea pot?

Pinterest, Pulse, Fancy, Flipboard, Badoo: As a new social networking platform emerges almost daily, clients often ask us ‘what’s hot?’ and ‘what’s new?’ in terms of technologies and platforms to help brands better connect with their audiences. But how important is the technology in defining social changes?

While no one can argue that the technology behind some of these emerging social networks is changing the way we communicate with our audiences we suggest it is not defining it. While we agree, consumers are increasingly ‘chatterboxing’ (the new term for media multitasking, as defined by a research study into the numbers of people using social networks while watching TV). But we would argue that this isnt new either.

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  Technological determinism is rendered social media as useless as a chocolate tea pot

Silos – the death of successful brand engagement?

The Yabber team was recently asked by a digital luxury fmcg brand to analyse and make recommendations on their audience’s user journey between both branded and unbranded platforms. We wanted to share the studies we found.

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  Social media is just a channel to market. Not The Answer. Source: http://tomfishburne.com/

Yabber: Not just a social media agency.
We don't believe that social media should be a stand-alone channel to market. It may be the sexy new kid on the media block but we believe social media marketing should work as part of a holistic, earned media approach to inform and drive the effectiveness of the entire marketing

mix from TV advertising to outdoor, press to display advertising, direct marketing to PR, email to Pay Per Click (PPC), radio and PR (public relations) to affiliate marketing


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Carolyn Watt

Tel: +44 (0)779 2037 096


Skype: carolynannewatt

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