The demise of the “fourth wall.”
If you are a fan of sitcoms, you are probably quite familiar with the concept of the “fourth wall.” The idea being that the actors perform for the phantom fourth wall, and that we, the audience, are that fourth wall. Under this scenario, actors are aware of the audience and perform for us, but never really involve us in their routine. We are observers, not participants.
If you think about it, that’s pretty much the same model that most corporate communications (including advertising) have used over the years. Marketers are aware of their audiences, and they perform for their benefit, but never truly involve them in real time.
Social Media is changing that. If traditional marketing can be compared to a sitcom, then using Social Media can be compared to improv. The audience has the opportunity to play a role in the performance. And the organization—the “improv troupe”—has the opportunity to takes its performance wherever the audiences wants to steer it, while staying in character all the while.
Yes, it takes a certain kind of moxie to perform without a script, and yes, you may find yourself out on a ledge a time or two. Some requests from the audience may seem to come totally from left field. But to achieve true engagement with your audience, you can’t rely on a one-way conversation. You need to demonstrate to your audience that you hear them, and the best way is to actually acknowledge that the members of your “audience” are part of the conversation.
And more and more, that is what the audience is going to demand.
Have a Happy Thanksgiving!
Posted by Mickey
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