May 6, 2010

Plugged In and Addicted

May. 6, 2010 at 09:27 PM | By Kate Malone | Comment Count

I can’t think of anyone I know whose job doesn’t revolve around their computer. With my laptop as the centerpiece of my desk I can’t even imagine what people did at work before computers. At home it’s the same story- my housemates and I are rarely without our laptops which are our televisions, cookbooks, stereos and malls. About a week ago, a University of Maryland study asked 200 students to unplug from computers and phones for 24 hours. The result was that many students described themselves as “addicted” to being connected to their friends and family through these mediums. It’s not anything new that ‘being connected’ is a pervasive part of life, but recently there’s been somewhat of a backlash against everything that tethers us to the internet.

Facebook is no stranger to an outraged public decrying its privacy policies, so it came as no surprise that the most recent changes the site has made has spurred cautionary articles like this “Top Ten Reasons You Should Quit Facebook” from Gizmodo, a popular tech blog. While people have yet to quit Facebook in droves, the reaction to the new policies is pretty vocal- 15 consumer groups and even a few senators have filed complaints to the FTC.

I don’t know anyone who will be quitting Facebook anytime soon, but at minimum, Facebook is going through a PR rough patch as people grow suspicious of the company’s boundary pushing. The thought of having one’s privacy invaded is a legitimate concern as horror stories of people being denied college admission and jobs because of Facebook indiscretions are spread through the news. That Facebook is having so much trouble is an indication of how important it is to maintain trust with your audience. No one wants to think that their personal information is up for grabs in cyberspace.

As a marketer it’s important to remember that social media is the space of the individual using it. Over the past few years, power has shifted from the marketer being able to control the output of information to the audience being the gatekeeper of what information they’ll receive. Aggressive marketing campaigns and social media won’t mix because users are on the sites to communicate with their friends. If they perceive your school as someone trying to help them, you’ll get the OK for continued outreach.