Social Media Videos – True or False? True or False image True or False image

In today’s world of social media and content marketing, authenticity may be hard to find.

So often, marketers today are encouraged to help their brands develop and share content across social media channels that best represents “the authentic voice of the brand.”  Is that really happening, however?

For example, consider this “73 Questions with Sarah Jessica Parker” Vogue interview that was recently shared on social media channels, including Facebook.

Maybe I’m jaded or too familiar with the inner workings of social media marketing, but I felt the whole episode had an inauthentic, contrived tone.

Don’t get wrong.  I like Sarah Jessica Parker as much as any other gal who came of age in sync with the successful Sex In the City series, but I was disappointed after viewing her recent social media video interview with Vogue.  Something just didn’t feel right about it to me.  I questioned Parker’s motives for being interviewed and wondered:  does she really want to share aspects of her life and home, or is she primarily concerned with promoting her personal brand and new shoe line, SJP?

What do you think?  Do you think that most social media videos being shared today by brands – Sarah Jessica Parker, Vogue, or otherwise – are misleading or inauthentic?  And, if yes, do you think these messages seem any more or less authentic, because these messages are being delivered in new digital formats rather than in traditional advertising formats, such as mainstream TV spots?

Do you think video promotions today, in new social media form, are different from the TV ads of yesterday, or, is everything old simply new again?  I wish I could ask some Mad men the same question.

Team @BarbieStyle or Team @OfficialKen?

Malibu Barbie and KenEarlier this year, I penned a post: “What’s in Your Favorites List?

When it comes to social media marketing, do you have a favorite campaign so far in 2011?

If asked the same question, I would respond with, “one of my favorite social media marketing campaigns in 2011 involved the reuniting of two of America’s sweethearts, Barbie (aka @BarbieStyle) and Ken (aka @OfficialKen).”

During 2011, the toy giant Mattel’s internal marketing staff partnered with Ketchum Public Relations to execute a fabulously fun and engaging integrated marketing campaign between mid-January and February 14 that contained multiple social components, including the use of Twitter, Facebook and YouTube accounts by the inanimate, non-real, non-human Barbie and Ken doll characters.

The campaign’s central messaging centered around the idea of the fictional Ken doll’s 2011 New Year’s resolution to win the fictional Barbie doll back, after having lost her love on Valentine’s Day in 2004.

Check out this YouTube video, which was a one of the social components of the campaign, and read the Mashable business article, “How Barbie & Ken Were Reunited by Social Media” to learn more.

The reason why this campaign makes my favorite social media marketing campaign list is because of the blatant statement the campaign sent to America about the significance of social media marketing today.

Let’s face it… if two of American children’s most beloved toys, the Barbie and Ken dolls, are involved in social media, then aren’t we all?

At the least, Mattel’s campaign revealed that social media channels are almost inescapable by our youth today.

So, what do you think about the impact of social media marketing on our society today?  And, if you had to pick a side, whose team would you join?  Team Barbie or Team Ken?

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