MattSnodBlog

Last week, I had the honor of being on the panel discussion of Fashion 2.0, a special installation of Gotham Media Venture's Digital Breakfast series, which is one I recommend attending for networking and knowledge exchange. (Side note: Another great one is Bill Sobel's series, known as NY:MIEG.)

At the session, we discussed the fashion industry's slow embrace of social media. The common thread was that the younger designers seem to "get it" and that the old guard, possibly in fear of new technology, tend to snub their noses at it. As fellow panelist and designer Rafe Totengco put it, social media gives consumers a connection to the designers who, until now, have been portrayed as untouchable.

Rounding out the panel was David Reinke, founder of StyleHop, Luke Watson of Andy Hilfiger Entertainment, and Yuli Ziv, creator of MyItThings.com. Peter Fields, partner at Roberts Ritholz Levy Sanders Chidekel & Fields, moderated the panel. Here are some highlights from the event:

A recent New York Times article talked about how the Internet and social networks are replacing the watercooler as the venue for talk about TV. Anyone who has been Tweeting during a big TV event like President Obama's state of the union address knows that to be true.

Social network chatter has, to a large degree, replaced and enhanced the watercooler talk. What's more, these discussions aren't just happening with your friends and co-workers. They're happening with people you've never met and may never meet. Now that's connecting.

What bothered me, however, was an opinion follow-up to the article that bemoans the loss of real, human connections, thanks to the Internet. I disagree. I've made so many more friends -- real friends -- thanks to social networks. In fact, social networks have helped me and others reconnect to past friendships that would otherwise be lost to time if not for Facebook, Twitter, et al. Furthermore, real connections are enhanced thanks to social media. It helps you maintain your relationships in between those times when you meet face to face.

Too many brands are still trying to bring the audience to them instead of going out to them. How many promotions have you seen where you have to go to www.whatever.com to participate? The best social media tactics from brands are the ones where they're in the thick of it. They're going to where people are talking about [whatever] and getting in on the conversation. They're Tweeting, commenting, forwarding.

Also, far too many promotions and brand contests try to integrate social media merely by having a "Tweet this" logo on the page. That's not using social media to its potential. Who's really going to use those canned Tweets like, "I'm getting the most out of my day by signing up for [BRAND]'s newsletter. Get the most out of your day here:" Who talks like that? And when you get to the site, it's that same Web 1.5 Flash-heavy static content site.

I hate to boil complex issues down to one-liners, but hey ... short atttention spans and all.

1. You don't want people to come to your Web site. You want them to come back to your Web site.
2. To get involved in social media, follow the conversation.