This month at Postconsumers, we’re shining the lighting on some activities, hobbies, niches and even social norms which can be ridden with consumerism however they are often looked at as being postconsumer alternatives. Today, we’re tackling what could be the most ubiquitous presence in many people’s lives, social media. You probably consider social networking in an effort to interact with and remain-in-touch with your friends and family, a way to keep up-to-date on topics and groups that you just worry about and perhaps even a means to make new friends. And whenever utilized for good, social websites does all of the things. But additionally there is a hidden … instead of so hidden … strain of consumerism in Real Stew ltd.
Depending on your age, you’ve probably experienced the next cycle at least one time as well as several (or perhaps often times). A social media launches. There are actually no ads, in fact it is glorious and also you spend all of your current time on there conversing with people of great interest or checking out fascinating (or otherwise mildly interesting) things. Then, eventually, the social media has to earn some money. By that time, you’ve established your network and become purchased the internet site itself, so you’re unlikely to entirely flee. After which, suddenly, you discover your homepage or feed or stream cluttered with ads for things which you might or might not want but usually don’t need. Social networking is among the most shopping mall of your present era, but unlike most malls you don’t necessarily get the option of which stores you would like to head into. Would you realize which you planned to transform your Instagram photos to magnets? We’re guessing which you didn’t – until a social websites ad informed you which you supposedly did!
The bait and switch with advertisements of all social networks is the most obvious way in which consumerism is worked in to the model, but it’s not probably the most insidious way.
What makes a social media marketing network this kind of target-rich environment for advertisers is the quantity of data that they may drill through so that you can put their ads directly ahead of the people who are most likely to answer them. By “the level of data that they could drill through” we mean “the volume of data that users provide and therefore the social networking network shares with advertisers.” Now, to get perfectly clear, a site sharing user data with advertisers in order to assist them to optimize their marketing campaigns is by no means a new comer to social media marketing and a lot users never know that simply by using a site or creating your account with a site these are by default allowing their data to get shared (it’s typically mentioned in very, small print inside the terms and conditions that nobody ever reads). But exactly what makes it more insidious whenever a social networking will it?
The type of data that you’re sharing with a social media and therefore the social media is sharing with advertisers is simply much more intimate. Social networking sites share your interests (both stated and based on other activities which you post). Do you get pregnant recently? You don’t need to share it with advertisers, you just have to post regarding this over a social networking where you might want to share it with your family and friends along with the social network’s smart computer brain knows to tell advertisers to begin showing you diapers. Did you visit a website that sells hammers recently? Your social media is aware that dexspky04 a procedure called retargeting, and today you’re planning to see ads from that website advertising that very product within an effort (usually highly successful) to help you get back to purchase it. So while data sharing is easily the most insidious manner in which social networking sites implement consumerism, it’s actually not the most damaging.
At Postconsumers, one of the issues that we work the toughest to take to people’s attention is the fact the thing that makes addictive consumerism so dangerous is the way in which, at this moment, it’s interwoven with everyday routine, society and in many cases personal identity. That’s what’s so dangerous regarding the consumer aspect of social networking. Social media marketing can be a lifestyle tool to enable you to express yourself and talk to others, yet it’s absolutely accepted that woven in the fabric of this experience is consumerism. In reality, the practice of social media marketing will depend on that. It’s assumed that men and women will treat brands as “people” and like, follow and connect with them. Much like the backlash against Mitt Romney’s assertion that corporations are people, too, the same is true of a brand with a social media marketing site. Yet, the charge of customer satisfaction or sales representatives who manage social networking presence for a company or brand is to speak to the customers or brand advocates as if the brand were someone. This fine line between the way you talk to actual living people on social networking and brands, products or companies is very fine which you often forget there is a difference. And that is a dangerous blending of life and consumerism.
Social media marketing also relies on a “follow the herd” mentality, assuming that people seemingly closest to you (your social media friends and contacts) can better influence you to buy, try or support a product, company or product. That’s why nearly all social networking campaigns are meant to encourage men and women to share specifics of brands, products or companies on his or her social media. If you notice people that you know and trust endorsing a consumer element, you will probably connect to and, ultimately, put money into that element. It’s the most virtual method of pressure from peers or “keeping on top of the joneses.” And also since people spend a great deal time on certain social networking sites, it has a significant cumulative impact.
So, next time you believe you might be harmlessly updating your status in your friends, think of how much your social networking activity is facilitating the intrusion of your consumer machine. Then enhance your status about that!