Social "Fashion" Marketing and listening to customers ... in the headphones of an iPod

A brief discussion posts that I hope you all involving players and develop a debate on the current state of social media marketing, especially Italian. As you well know and have read on this blog, social media marketing comes with a clear objective: to encourage listening to the users. Dissociates, at least in the premises, the old approaches of traditional marketing since it promises to make possible the dialogue with users, listen to their needs, improve the supply and, more importantly, involve them in programs to generate ideas for new products and services, but it says that users should be to create a brand.

Well, now look at a moment in Italy, how many cases that reflect the conditions of social media marketing can count on? In addition to the mill I want, how many are there? And I'm still talking about big brands that can afford large investments.

I've often noticed, but perhaps you may have noticed you, like many programs of social media marketing in Italy are all roughly equal, all with a single line of reasoning strategies: the fan page with discounts, contests and competitions to talk about the various brands in social, and points to the factor "emotional" to amaze people and force them to buzz (and the company's eat!).

But do not think that ultimately this kind of approach is the same as in the past that just played with innovative tools and strategies? Because if I stop to think about it, is always the logic of "company I am offering you something and you can buy on favorable terms from the social" but it's an offer that has decided the company (above) and not a number consisting of people (from below).

Then many of the pages of the big names I'm looking at in Italy, receiving a myriad of comments, which are not being answered. Have you noticed how we tend to immediately respond to comments relating to the sale of products and services that the brand advertises on the facebook page and you do not respond (or do them late) to requests for information or comments or suggestions for people in difficulty ideas? So where is the play and where they are on the co-generation ideas?