A few years ago few people could even imagine the wide spectrum of new professions created by social media. Even having a “social media manager” is something that many companies resisted, until they realized that this role is fundamental for the survival – and the success – of their brands.

This appears today as something pretty obvious. Social personality defines brands, and if one decides not to manage social presence – well, socials will do it for them. The consequences are various and range from the bad to the horrendous:

  • Companies lose control of their brands and brands end to be defined by dispersed, uncontrolled user-generated content
  • More social-savvy competitors expand their brand at the expense of yours
  • In case of shit-storm, you will not have the tools (in terms of followers, social media trust, social channel) to react

You might be wondering why am I listing these concepts that appear quite obvious to the most.

The reason is simple: I am listing them EXACTLY because they are obvious. We know very well that if you don’t manage socials, then socials might turn into a very unpleasant place to be for your brand. But the point is that AT THE BEGINNING this was not that obvious.

I suggest here an exercise that works better for those that started working in marketing in 2007. Try to remember about the time back then: you were in your early 20s and you were happily sharing your “statuses” on Facebook. Back then, everything appeared a little more naïve, as Facebook felt so confident that asked you directly “What are you thinking about?”, and you would possibly write what you were actually thinking about.

Then you started noticing that there was a growing tendency: that of creating social media pages for brands, with active content generation and management. That’s why at the weekly marketing department meeting in your company you decide to present this new idea you have: developing a stable social media presence for your company. I am asking you here to remember about the raised eyebrows, the silence, the “what are you talking about”. And then, that sense of misery when your idea wouldn’t be listened to.

I am sure that there were companies out there that acted differently and embraced the social-topia as soon as it was presented to them. Still, I am also confident that younger, junior marketing managers had to wrestle with the doubt whether it was proper to present such a disruptive idea as “social media management” or – maybe – wait a little more until rimes were ripe.

Well, this is exactly what is going on nowadays with the Metaverse. Maybe you were that junior marketing manager back then, and now you are in the position of the senior marketer and you are the host of that weekly meeting. Maybe you are an up-and-coming junior marketer instead, and you are thinking about whether it is proper to present the idea of a Metaverse manager, or even a Metaverse presence. The only difference, possibly, is that the meeting will be held on Zoom and not in person – but the dynamics are quite similar.

Because soon the idea of having a Metaverse manager will be OBVIOUS as that of having a Social Media Manager. There is more to that: it will not be possible to conceive the idea of marketing management without the Metaverse, as marketing management will be depending for its most part on Metaverse.