[Inter]Actions Speak Louder Than Ads

Brian Solis, PR 2.0 and Social Media superstar just posted an article on Mashable “Why Brands are Becoming Media“. Brian discusses how brands must stay consistent once a social object is chosen – and how this can become overwhelming with limited resources and knowledge (all the while convincing executives this is a necessary and permanent step).

This is a great topic, so what about brands anyway? Before we even go there, how much of a willingness do these guys have to take the plunge at all? Superbowl ads last weekend did next to nothing with regard to interactive and social media. Did I miss something? Yes, there was the first ever Google spot, the E-Trade baby and some .com references, but there was certainly not a big encouraging push for those to get on the networks and engage. Where was twitter, facebook, youtube or even foursquare!

Interestingly, the big hubbub is that Pepsi chose to not make a Superbowl TV appearance for the first time in 23 years in order make cool things happen (solely) online with their Refresh Campaign.

While were on Twitter and Facebook multi-tasking and talking about the spots, what were the big brands doing? Watching themselves on TV?

What could be going on? Where are big brands? Three possibilities:

• Is this a strategy? Are the big brands trying to buy time before proceeding into the inevitable (two way engagement)?
• Are big brands trying to bulldoze consumer engagement by refusing to advocate social media/online engagement/etc?
• Or, do they still think social media is just a ‘phase’?

What’s your brand doing?

Beth LaPierre is a Brand + Creative Strategist. When Beth is not helping build brands she’s on her snowboard, spray painting something, or drinking copious amounts of espresso. Follow Beth on Twitter.