Digital Problem Solvers

The rise and rise of Rebecca Black

It doesn’t take an expert to tell you that the recent advertising landscape has changed dramatically since the introduction of social media.

Facebook, although arguably over valued, can now boast over 500m members, whilst upwards of 90m tweets are posted on social networking site Twitter daily. The social media revolution has begun (well it began a few years ago) and the power has now been handed from gate keeper to consumer.

This revolution has now forced brands and associations to understand how they might engage with their audience and create longer lasting relationships. This is a far cry from the traditional advertising strategy of say an outdoor campaign or banner advertisement. Consumers are inundated with millions of subliminal advertising messages on a daily basis, what makes you think that they will pay any notice of your “buy one get one free offer?”

Let’s take budget out of the equation for a minute, if you had the choice, which strategy would you now choose to build brand  loyalty and sentiment?

Obviously a rhetorical question, interaction and community building are key drivers to developing brand loyalty.

If you ever needed an example of the power of social media, check out Rebecca Black’s rise to fame below:


If you’ve been living on the moon recently then you wouldn’t have had heard of this song by American recording artist Rebecca Black. It was released as a single on March 14 2011 and the music video became a viral hit due to criticism of the lyrics (rightly so) and as the scathing attacks on the song increased, as did it’s popularity across social media platforms.

The video has since received over 111 million views on You Tube, 240,000 likes (against 2million dislikes), and has been downloaded more than 50,000 times via iTunes.

American magazine Forbes have since stated that the notoriety of the song is another sign of the power of social media specifically Twitter, Facebook, and Tumblr, in this instance – in the ability to create “overnight sensations.

Now we are not telling you to go and make a terrible written music video, however we are simply highlighting the power of social media and giving you solid reasoning as to why you need to plan it into your marketing strategy.

Developing your own social media strategy is more about trial and error than anything else. If you are stuck for inspiration there are plenty of books out there to read. I have been reading the “Thank You Economy“, a book written by Gary Vaynerchuck, who is widely labeled Mr Social Media, after turning his fathers wine business into a £40 million a year business and one of the largest online wine retailers. How I hear you ask? Well he didn’t spend millions on advertising but simply used social media (Daily Grape video blogging) to understand his audience, engage with them and build long lasting relationships.

For someone a little closer to home, a good friend of mine Luca Massaro has been waxing lyrically about social media and its benefits to me for a long time. He is a serial blogger and digital marketing strategist for Chelsea FC (I know it’s not his fault), so check out his blog to help keep you in the loop for all things social media.

If you would like some help from either myself or the team on building a social media strategy for your organisation please feel free to drop us an email at and we’d be happy to throw some suggestions  your way.

Thanks for reading!


Leave a Reply