A new book from Alan Charlesworth from Business Expert Press. Due for publication in 2017.
Published in 1837, Hans Christian Andersen's 'the Emperor's new clothes' tells the tale of two weavers who present a non-existent suit of clothes to the Emperor with the caution that the suit is invisible to those who are unfit for their positions, stupid, or incompetent. As the Emperor parades in his underwear no one dares to say they see no clothes - except for a small child who exclaims 'he isn't wearing anything at all'.
Fast forward to the present day and business owners and managers around the world are told that anyone who cannot see the benefits of social media marketing are unfit for their positions, stupid, or incompetent. As organizations, brands and products fill the social media landscape with meaningless, objectiveless drivel that is of interest to no one and serves only to waste resources and alienate customers, a small voice can be heard exclaiming 'who told you that was a good idea?'
The caveat to this contemporary tale is that for a very few organizations, brands and products, social media has provided a kind-of marketing panacea. Correction: make that very, very, very, very few. For the rest, they are metaphorically parading in their digital underwear.