Competitive Narcissism: A Marketing Lesson Reply

The lessons in the following quote go far beyond the uses of social media.  Food for thought on many levels.

The Story of Echo and Narcissus

The challenge of advertising on social media now reminds me of the Greek myth of Echo and Narcissus. Echo was a nymph who had been cursed with an affliction: She couldn’t speak except to repeat what others said to her. One day, she fell in love with Narcissus and hid in the woods waiting for him to notice her. When he called out to some friends, she called back, and he asked her to show herself. Unfortunately for Echo, he rejected her immediately upon seeing her (at which point she ran off, gradually wasting away until only her voice remained—the mountain’s echo). Narcissus continued to attract other wood nymphs, all of whom he briefly entertained before 2011-02-narcissism_tcm7-107172scorning and rejecting them too. Nobody matched his beauty, and so he though no one was worthy of his affection. Eventually, though, Narcissus did fall in love—with his own reflection in a pool of water.

What is social media, really, if not a modern-day equivalent of the reflecting pool where Narcissus saw himself? When people share on social media, aren’t their posts specifically designed to demonstrate to others how wonderful they are and how much fun they are having—to show that they matter? Selfies are perhaps the most obvious example of this trend. As Echo mistook the call from Narcissus to be an indication of interest, marketers mistake “likes” as indications of meaningful interest. But they’ve found themselves similarly rejected as the “likes” fail to translate to more profits.”

via Competitive Narcissism: A Marketing Lesson.

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