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SXSW Interactive 2015

Social Media = Mass Media. Now What?

YouTube channels have more viewers than several TV shows. During world events.

Twitter takes the trending topic concept and its conversations to other levels.

Facebook has more than a billion users worldwide and you can reach more people with just one post in it than in the cover a popular newspaper.

When there's a clash between social media and traditional media, we notice that the game has changed and we are still learning how to navigate this ever changing tide. But there are a lot questions that we should ask ourselves in order to understand the role of brands in this new scenario:

If you are from a big, global brand or if you are from a small local brand, should both of you act in social media just the same?

How can brands, disregarding its size, think past the vanity metrics of likes, comments and shares of their social media efforts and start to think in how they can be part of something bigger?

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  1. How should brands act in this new scenario?
  2. How should brands engage with its customers?
  3. Should both big, global brand and small local brands, act in social media just the same?
  4. What happens with the conversations that the brand is supposed to have with its audience when it reaches millions of people?
  5. Now that every brand can aim to reach a much bigger audience, should every brand do this? If so, why?



Daniel Sollero, Head of Strategy, Pereira&O'Dell

Meta Information:

  • Tags: social media
  • Event: Interactive
  • Format: Dual
  • Track: Branding and Marketing
  • Track 2
  • Level: Advanced
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