Web marketing stories during this age of social media. Listen to Plato

Web marketing stories (failed ones) during this age of social media. And the influencer’s, if we are still allowed to use this word! I do not know whether this is a thesis or a hypothesis. Perhaps an axiom. Or a hot shot.
We all know the context: the one of web marketing 2.0.
The one that chooses a model, a testimonial, a blogger and perhaps even the journalist based solely on the number of his or her followers. The same way of thinking that lets American Airlines offer a VIP day at its club to those “who really counts on social media“.
So if you have more than 100 k (100 x 1000 = 100,000 followers) then you will likely be chosen to participate in important events. With what role and on what basis it is hard to tell. Officially, the concept is: if you have a lot of followers and talk about what I propose to you on your channels, you will give great visibility to my company and I’ll become so famous, just as you are.

So far this is flawless.

However.

Some features typical of web marketing stories during this age of social media

Few are actually based either on the number of followers, or on real interaction or engagement created by the media production company. In the above case, American Airlines has studied an algorithm that weighs several factors such as the value of retweets.

Even fewer companies think in advance about what will be produced in terms of storytelling, advertising images, narration, typical peculiarities of the chosen testimonial.

What will they point to? Will be there a story aimed at enhancing the brand identity?

So my brutal answer is no! Most likely it will be yet another praise of vanity.

Let me give you an example.

Web marketing stories at times of social media: here is an example

CASE STUDY:

A wonderful tourist resort, far away from here, decided to call a series of influencers (I don’t know how many of them) for the Italian majority. I think all of them were women. The lucky ones chosen, all of them with more than 100k followers, were flown halfway around the world and well informed on hasthag and profiles have began to collect pictures – or rather instants – with tags in their profiles.

These photos have themselves as the primary subject, and the amazing scenery as background and off-scale pieces. Decontextualized. Without identity. Beautiful yes, but soulless. So, those amazing places (I would mention because I know the evocative power of those places) have become faded backgrounds, almost anonymously framing all these more or less sculpted bodies. More or less unveilved ones. An exchanges and returns of favours.

Should not these images push us to buy a flight to go overseas investing time and money? Without geolocation probably I would not even understand where they are.

Is it for the sea and sun lover, even in winter? Is it for those who love history? For those who want to combine adventure and relaxation? Can you go snorkelling there? What are the local people like there?

Or is it just the ideal destination for those who wish to take similar pictures to share on social? I’ll go into even more detail.

Is this the ideal life that should inspire, excite us “thinking heads” of the XXI century?

WHO ARE THEY INSPIRING?

Probably other bloggers, influencers who long to be able to attend these exclusive events, maybe for free. I doubt tourists, the real ones at least. People like you and I, who are passionate about travel and adventures. People who love to collect memories and emotions. Those who save money for a whole year and count down the days on the calendar. Just like a prisoner awaiting freedom.

Here precisely, not to be misunderstood: the beautiful pictures attract, like any beautiful object.

“Beautiful objects are whispering important truths” – Plato

Cars are have always been sold with a woman nearby as a reminder of the prey that you will be able to win. Ditto perfumes or cookies with the winning idea of the happy family.

By the way we are still missing something. They are taking real people to get closer to ordinary ones, and the result is just the opposite.

By the way we are still missing something.

This is why Plato helps us in Web marketing stories during this age of social media

The point is not so much who to choose or build a context around a table. The point is to think. Be aware of what you are doing. This is was Plato said in 428 BC.

What did he say? He taught his people how to be happy with few rules. What is the relationship between happiness and web marketing stories during this age of social media? It has something to do with Eudaimonia that can turn into an obsession. Suggesting it as a claim could be a winning idea.

The first rule, according to Plato, is think more. We must think and not let things go in order to understand how to conduct our lives avoiding stereotypes and clichés (fame is great, money is the key to lead a good life).

Then you should know how to avoid yourself being carried away by feelings like at the mercy of wild horses.

Decode the message of beauty. Ugliness is very dangerous. It puts us in front of harmful things. It makes it harder to be wise, kind and calm. The beauty instead educates us to sweetness, balance, harmony, strength.

MOST IMPORTANT POINT

Let’s come to the third point: eliminates false myths. It’s important to choose those who admire. Celebrities influence our mindset, our ideas and our behavior. The negative heroes make fascinating defects of character. For this reason he decided, again in 428 BC, to give new celebrities to Athens able to embody the ideals of wisdom and goodness. The superficiality and appearance can not be a value to be pursued.
Thta’s the reason why he really wanted to put an end to democracy. Not because he was a tyrant, but because not everyone can distinguish good from evil.