Digiday: Navigating the ‘Hotel California’ effect of social platforms

They livin’ it up at the Hotel California
What a nice surprise
Bring your alibis

Social platforms have become a digital “Hotel California,” argues Victor Pineiro, vp of social media at Big Spaceship: You can check out any time you want, but you can never leave. From Facebook to Instagram to Snapchat, it seems every new feature is designed to keep you inside the platform’s walled garden, taking in its content (and its ads).

What’s a marketer to do? Pineiro suggests brands and agencies use social networks first and foremost for relationship-building, branding and awareness – rather than as a tool driving to purchase.

Navigating the 'Hotel California' effect of social platforms.

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