Work of the devil?

Finally there is a topic that breathes life into boring discussions: if and how to act online. There is hardly anybody who does not have a very decided view about whether it is worth it to count on virtual friendships, write an online diary or post a video of your wedding on the WWW. Within my (real) circle of friends you can find those who are totally against social communities–be it by heart or ignorance–and even condemn them as “work of the devil” or simply “time bandits.” And then there are devoted fans who chat, blog, Twitter like crazy every day (if not every hour). I personally belong to the minority of indifferent users. I am only a member of Facebook and the like because everybody is (and due to my curiosity). But I just cannot find the energy to become enthusiastic about it yet....
For the fashion industry it is a bit tougher since it does not have the luxury anymore to decide between good or bad. Instead its members are forced to open themselves a new market in high-speed time to reach their clients, ideally the perfect member of their target groups. Long gone are the times when a well made website and brand presentation was state-of-the-art. Today you have to offer a bit more, and mostly interactive, tools to attract users. Fashion shows are streamed online in real-time, company blogs herald the latest product news or events (including the possibility for users to comment) and online styling studios serve as virtual changing rooms. And if we believe what experts say, we are on the bottom step of the ladder regarding the development of social marketing and online communities. OMG!
Nevertheless the recent development already shows that blogs, communities, etc. and their makers and users are being displaced from their private context bit by bit. Is a blog still a true blog when it is financed by advertising thanks to high click rates? And how spontaneous is a tweet that has been carefully thought up by a marketing director? Brands are facing the problem that they have to prove their credibility. The WWW shows no mercy: While classic media simply has to entertain or inform and the reader or viewer can remain passive, Internet users have to (inter)act–this characteristic marks the superiority of the WWW after all. By becoming active, the user demonstrates if he is truly interested in the content or not. This makes it even more relevant for a brand to think about its online concept and how it wants to present itself. It is already obvious how shortsightedly some online marketing tools are used, only because “it’s the way that our competitors do it.” How about thinking about a concept that fits to the individual brand appearance beforehand and not just stupidly starting to Twitter just for the sake of Twittering (and posting information we all just read five minutes earlier in your press release)?
In case you did not understand one word of what I am talking about–never mind. Just read this issue’s feature with a detailed guide about social media, online communities and how to use them for your needs. And please just switch off your computer for once between Christmas and New Year’s Eve and spend some quality time with (real) friends and family. The Sportswear International team wishes you a very happy holiday season and a successful start in 2010.

Sabine Kühnl
Editor-in-Chief