Whether or not you build it, they will come (Saturated Market)

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Whether or not you build it, they will come

Social Media is the new SEO. By which I mean everyone keeps insisting that companies and websites need to get on the bandwagon. And to an extent, I can agree with both sides of the coin: social media and blogging can be helpful to a company, but some companies don't need it or shouldn't venture in yet. However, thanks to the properties of social media, many companies are getting involved without even trying.

For example, there is a Facebook group called 50 Group - For the Great Taste of Labatt 50. This group is not "official", that is, affiliated with Labatt. And it certainly isn't large, particularly by Facebook standards. But it is there, and there is a small group of devoted Labatt 50 drinkers who are dedicated to, as the group's slogan goes, "keeping it classy". When social media takes hold, the public takes over the brand in that domain. For example, by seizing on 50's lack of reputation among young people as a high-end distinguished beer, the group has introduced the ironic tag of 50 being a "classy" beer. As well, the group champions their status as a minority by remarking often that one of the best reasons to drink 50 is because nobody at a party will take your beer.

I have no doubt that these images are nowhere close to the brand image being promoted by Labatt. But it seems to resonate with the drinkers who are part of the group, and is aligned with the tendency of young people to pick up on obscure or non-mainstream products and ideas. Nobody else drinks 50, so it's not cool to drink 50, so it's trendy to drink 50.

In the end, if you're considering a social media campaign, take a quick look; it may have already begun.

Keep it classy.

Until next time,