Social Media and Consumers are Tag-Teaming Brands
Social media has redefined the relationship between people and brands, between advertisers and consumers. What was once a more one way dialogue, in which advertisers pushed out symbols and messages of brand value for maximum reach and impact, is now more of an interaction, through which customer insights are exchanged with product improvement and viral connections. It seems as though the subservience of consumers to brands is on the decline, and this has all been facilitated by social media and the web 2.0.
Microsoft pointed out this transition with their spoof ads in 2008, in which the consumer becomes fed up and is considering ‘breaking up’ with the advertiser:
The ‘rise of consumers’ using social media as their weapon is centre of focus in Paul McCrudden’s interesting experiment. An established blogger and digital strategist in London, Paul looks to challenge consumer’s subservience to brands by invoicing brands, at a rate of £25/hour, for his time spent sitting, viewing, queuing, and waiting in their restaurants or stores over the period of six weeks. Responses have been mixed, with some brands (Prêt A Manger) paying while appreciating his interest, and others taking exception to the whole idea. A brand even invoiced McCudden for time spent reading his invoice (Cranberry), calling him a “nut case”.
One thing that is clear though, is that the true colours of these brands are being exposed. McCrudden’s blog, Six Weeks, documents the whole ordeal and is getting lots of attention, with write ups in The Telegraph and Contagious Magazine as well as a huge buzz on Twitter(#sixweeks). The brands who have responded kindly are also getting some great attention. The brands that have been cold and sceptical have ended up looking dry and unappreciative of their customers, if they received any mention at all. The point: to challenge the notion that consumers are subservient to brands. The result: an undisputable display of the ability of social media to take power from brands, and place it in the hands of consumers.
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