Macbeth and the Social Web
Based on many of the conversations I’ve heard from folks at the iMedia Brand Summit at the unbelievably gorgeous Broadmoor Hotel in Colorado Springs (yes Virgina, there IS a difference between 4 and 5 stars) - most brands are in the beginning stages of plotting out a social media strategy for the whole organization. The very smart folks here may understand - because of their exposure to the space - why the brand needs to must get involved in social media - but inevitabely there are going to be those folks in the org that still view the social web as those “geeks in the basement.”
To illustrate why, let’s talk about Macbeth. In the later half of the play, Macbeth, feeling awfully nervous about his ill-gotten position as King of Scotland, visits the three witches again for reassurance. Along with the tip he should stay very clear of Macduff, they tell him he will “…never vanquish’d be until Great Birnam Wood to high Dunsinane Hill shall come against him..”
Macbeth is giddy with the news. How absurd! A whole forrest to rise up and come against him? Surely not. He takes fantastic comfort in this and continues down the road of a tyrant, head swelled with his power and his seeming invulnerability. But we all know what happens don’t we? The approaching army, to hide their numbers, cut down pieces of Birnam Wood and carry it with them to hide their numbers…thus fulfilling the witches prophecy. And the chill Macbeth feels when he sees this is paltable. Great Birnam Wood…on its way to the gates of Dunsinane.
As Macbeth, standing smug and safe behind his walls viewed the great forrest - so did brands and media producers view consumers. Why, consumers where there to consume as much entertainment, media, products, speeches, content as the brands could throw at them, right? For the most part, for many, many years, this was true. Not anymore. The social web and the global, massive collaboration tools that come with it have empowered consumers in a way we’ve never seen. They are writing, sharing, commenting about, and having real impact on brands in an unprecidented way. They have literally made trees walk…and whether we like it or not, they are already past the castle gates. They are climbing the walls, they are digging under the tower, they are coming up the stars. Brand must go an meet them, welcome to them, listen to them, understand. Its an opportunity for a new relationship - one brands must take very seriously if they want to stay relevant.
Macbeth and the Social Web
Based on many of the conversations I’ve heard from folks at the iMedia Brand Summit at the unbelievably gorgeous Broadmoor Hotel in Colorado Springs (yes Virgina, there IS a difference between 4 and 5 stars) - most brands are in the beginning stages of plotting out a social media strategy for the whole organization. The very smart folks here may understand - because of their exposure to the space - why the brand needs to must get involved in social media - but inevitabely there are going to be those folks in the org that still view the social web as those “geeks in the basement.”
To illustrate why, let’s talk about Macbeth. In the later half of the play, Macbeth, feeling awfully nervous about his ill-gotten position as King of Scotland, visits the three witches again for reassurance. Along with the tip he should stay very clear of Macduff, they tell him he will “…never vanquish’d be until Great Birnam Wood to high Dunsinane Hill shall come against him..”
Macbeth is giddy with the news. How absurd! A whole forrest to rise up and come against him? Surely not. He takes fantastic comfort in this and continues down the road of a tyrant, head swelled with his power and his seeming invulnerability. But we all know what happens don’t we? The approaching army, to hide their numbers, cut down pieces of Birnam Wood and carry it with them to hide their numbers…thus fulfilling the witches prophecy. And the chill Macbeth feels when he sees this is paltable. Great Birnam Wood…on its way to the gates of Dunsinane.
As Macbeth, standing smug and safe behind his walls viewed the great forrest - so did brands and media producers view consumers. Why, consumers where there to consume as much entertainment, media, products, speeches, content as the brands could throw at them, right? For the most part, for many, many years, this was true. Not anymore. The social web and the global, massive collaboration tools that come with it have empowered consumers in a way we’ve never seen. They are writing, sharing, commenting about, and having real impact on brands in an unprecidented way. They have literally made trees walk…and whether we like it or not, they are already past the castle gates. They are climbing the walls, they are digging under the tower, they are coming up the stars. Brand must go an meet them, welcome to them, listen to them, understand. Its an opportunity for a new relationship - one brands must take very seriously if they want to stay relevant.
Posted 2 years ago
