Chuckling, but the man is right. All these Social Media environments are just channels. Yes. Like the post office, or a highway, or corridors in a hotel.
However, it absolutely fits into your brand strategy and should be a big part of it. I agree that the medium is not the message, but the message ebbs and flows (strategically) in accordance with its communication medium. Once the brand message is succinct, the next big part of the brand strategy is to visually reflect and manage the brand on all its channels.
For example, Full Circle’s Social Media “communication channels” ( blog, facebook, twitter, youtube, pinterest ) all look like they belong to one brand. The tone and style of the message may vary slightly throughout the different channels but they all support the core values of the brand, Harry Potter Jnr so passionately proclaims.
Joseph Kony is a tyrant and a criminal who should be brought to justice! Without ignoring the immense importance of this global issue, I would like to comment on the branding tactics Invisible Children are deploying to “make Kony famous” as they suggest in there documentary.
Shirts, bracelets, badges, stickers, posters, cars, pledges, action kits. Drawing creative inspiration (and probably personal tutoring) from Shepard Fairey’s famous Obama poster these guys are creating communication material the Third Reich would be jealous of. All elements are red with blue, black and white (a sign that the “great power” of USA is coming to get Kony), using a bold military-ish, all caps type face and all elements have alarming shapes like triangles (the upside down pyramid logo), stars (military theme again) and circles. Plus they’re aggressively reaching out to 20 celebs and demanding they get #Kony2012 trending.
“The Museum of Uselessness" by Intel. Why was this created? It doesn’t bring me closer to Intel as a brand nor does it make me believe that their new processor is super intelligent because it can pull Facebook data from my profile after I’ve allowed it to. It did nothing interesting with the data and I just lost 3 minutes of my day.