The role of influencers and echo chambers
- Can a bad influencer have a good impact on society?
- Always had them - but always knew it was an advert before social media
- People have lost sight of their own values
- Would BLM have had the global impact it had if it was for the influence of Trump?
- The World's chidlren produce more content that the World's TV channels put together
- Does it drive healthy scepticism
How can influencers and echo chambers be utilized usefully
- Do you young people think that it is easy being an influencer?
- Controversy + conversation = Product awareness
- Is social media just a replication of human society?
- A more connected world levels the playing field, small organisations can have an outsized impact
- Who decides what is socially good and acceptable?
- Created the need to curate our past
What do we need to think about?
- What was the process that people went through when they first encountered TV advertising, is our adoption of social media going through the same process?
- Should leaders choose to act ethicially and reject playing fast and loose?
- How important is transparency and authenticity to your brand identity?
- How do we engage people outside of our echo chamber?
- What would happen if you were the marketing brand that was the first one to dispel the myths about echo chambers and influencers?
- What is the difference between intrinsic good and regulatory good? Environmental, social and governance
- Can we make doing good sexy?
Questions to ask senior leaders
- What legacy or direction would you want to have with your social media strategy?
- Do you believe that your social media strategy authentically represents what the company's purpose is?
- How can your choices regarding social media marketing output have an impact on improving the wider media ecosystem to encourage other organisations to be socially responsible?
- Why are you on social media?
- When are you going to take responsibility (ESG) to make sure your product has a positive impact on human society?
