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The difference between social media and media that is social
This post is not about “social media”. It’s about media that is social. What’s the difference?
“Social Media” (Or earned media) is the collective term used for everything involving twitter/facebook/blog/youtube/flickr etc. It’s usually about listening, engaging and growing a community.
Media that is social is the sort of media that supports an idea by providing a community participatory solution. Here’s an example: Pavegen is the first commercial pavement that creates energy from people’s footsteps. The electricity produced is used to power signs, lights and information kiosks. The pavegens can be branded and will actually work nicely with a promotion leading people (literally) to a specific store.
It seems everyone is a winner: The brand gains publicity for the unique approach and saves on electricity bills. The consumer gets a better “experience” and the environment gets some help.
Here’s another example showing how The city of Denver is using parking meters to help raise money for homeless people in Denver.
It’s simple, Every time you put money in the meter you support food, shelter and care for the homeless people in your area. How many people will avoid paying for the meters now? How many people will feel better paying for their parking space? How good will the council look? Here’s from the Mayor: “This grassroots campaign is projected to raise roughly $100,000 per year giving the general public a constructive way to help Denver’s homeless. “The donation meter demonstrates yet another innovative way in which this community is responding to Denver’s Road Home and our commitment to ending homelessness” – Mayor Hickenlooper.
The real social media isn’t about twitter or youtube. It’s about people doing something together, a bigger idea and making things better.
Would love to hear about more examples of real social media. Got some?
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Love it! I’m so rapt to see community participation and the interconnection with marketing/branding/good business & sustainable solutions. Here’s the ‘theory of fun’ videos that created behaviour change through having fun… http://innergreatness.blogspot.com/2009/10/behavioural-change-making-it-fun.html
(we’re starting a collaboration for something similar for australia)
Brilliant. Just to show what great results we can get using “fun” as a behavior changing trigger. Thanks for the link Sam, would love to chat more on this.
My kids love to drop coins in the ever-engaging spiral wishing well loacted at woolworths. I must confess that i too enjoy watching tjose little suckers go around! it’s a charity fund raiser that could also be branded (Cadbury, Hotwheels?). An example of one here: http://www.spinitforward.com/attachments/Image/3-kiwanis-library-mother-children.jpg
My kids love to drop coins in the ever-engaging spiral wishing well loacted at woolworths. I must confess that i too enjoy watching tjose little suckers go around! it’s a charity fund raiser that could also be branded (Cadbury, Hotwheels?). An example of one here: http://www.spinitforward.com/attachments/Image/3-kiwanis-library-mother-children.jpg