Uncertain times - navigating the digital future
Presenter, filmmaker and musician Rob Holub worked in New York City for several years and made a name for himself primarily in the field of TV production. As a filmmaker, he deals with the social consequences of digitalization in his film.
On November 4, 2021, Rob Holub presents the trailer for his latest work, "Searching for Contact" at the Dolder Grand in Zurich as part of the largest social media marketing conference in Switzerland, the WebStage Masters. His film takes up where the Netflix hit "Social Dilemma" stops. How he came up with the topic and how the search for an answer turned out, he writes in his article on Werbewoche.ch.
The world of social media is constantly on the move. The hunt for clicks, likes and followers is endless. You can quickly get lost in the digital jungle and feel overwhelmed. I felt no different. But there is a way to navigate through the digital future.
Social media followers yes, but at what cost?
Digitization is advancing at breakneck speed. The new communication technologies are fundamentally changing our lives. The epidemic growth in time spent in front of screens can no longer be talked down and ignored. Yet somehow we can no longer do without it. For individuals, as well as businesses, it's difficult to keep up. While some social networks are disappearing, new ones are constantly being added. No sooner have you established your presence on one platform than another new channel pops up.
I felt the same way back when I was trying to build a social media following as a musician. Nowadays, musicians are not just brands, but companies in their own right. My attempt failed, however - a frustrating experience. But for sure it was because of my music, or the (too) few selfies I posted. I somehow didn't really want to show myself. Maybe you know this too?
What to do when social media marketing doesn't work? You could put even more money into advertising or consulting - or post even more selfies. With no guarantee of success, of course. In my case, severe insomnia forced me to fundamentally rethink my approach to social media.
This "communication crisis" made me ask myself what goals I am pursuing and why, and what success means to me in the first place. Shouldn't every company do this for itself from time to time? Certainly. Because in the end, it's not the followers you should look to, but your own employees. Or are they? In this case, it was myself.
The wrong enemy unmasked: a film to set the record straight
For a while, I blamed social media for my "defeat". Social media robbed me of my money, my time, my energy and left me with deep click rate wounds. I couldn't let that sit with me like that. Who wants to show themselves to the world out there with a few paltry hundred followers? No matter if bought or real.
So I came up with the idea of making a film about how damaging social media is and how it divides versus unites us socially - in the style of the Netflix hit "Social Dilemma." I was sure I was right. But there is no such thing as security. Neither in digital nor in any other life. The Corona pandemic was a painful reminder of that.
When I was editing the film, at the latest, I had to admit to myself that my critical approach was certainly justified, but somehow it was also treacherous and offered no real solution. The supposed enemy was probably not social media at all, but myself. I started to take a deeper look at the topic, or rather at my digital entrepreneurial spirit and the core of the film. Not by thinking, but by trying, by doing, by failing and trying again.
I often came to the point where I didn't know what to do. Where I just wanted to throw in the towel. Where I felt just as lost and overwhelmed as I did when I was trying to build up my following as a musician. But giving up is and has never been an option for me.
How to navigate through the digital future?
I'm not a marketing expert, nor an influencer - unfortunately or fortunately. I don't see myself as a real filmmaker either, perhaps more as a communicator or multimedia artist who asks more questions than answers. So here I am today, about to release my personal documentary "Searching for Contact" to the world. And just like with music, the question of how I'm going to do that social media following for the film comes up again. After all, as a filmmaker, you're a brand now. Quite simply, I need to build a following. Aha!
The big difference from last time is not the new algorithms and automations that technology offers me today. The difference is my new approach and adapted behavior, which will save me from sleep disturbances, among other things. I come first, then the rest, and it's absolutely okay if something doesn't work. That's the only way we learn on the path we are all on.
In today's world, it takes a great deal of flexibility and agility to survive. You should not dwell too long on something that blocks, inhibits or tires you. So perhaps there is one piece of advice I can give you and your company here. Take the uncertainties of the future as an opportunity and don't go crazy because of a few followers more or less. The main thing is to carry on playfully, preferably with a smile on your face.
WebStage Masters: The largest social media marketing conference in Switzerland
On November 4, 2021, the most important social media platforms will be meeting at the Dolder Grand in Zurich. The line-up for Switzerland's largest social media marketing conference has been online since Thursday and features keynotes, film premieres, master classes and panel discussions.
The speakers from research and practice have now been confirmed. Among others, TikTok, Facebook, Heineken, Groupe Mutuel and the University of St. Gallen will share their latest insights with the audience.
Thematically, in addition to the "classic social media topics" such as social commerce, LinkedIn best practices, A/B testing on Facebook and Instagram, influencer marketing, greenwashing and sustainability communication on social media will also be discussed.
In addition to exciting keynotes, the program offers three master classes. Two of them are taught directly by Facebook, while the third is dedicated to the combination of social and SEO strategies. The program is rounded off with contributions on topics such as Gen Z, messenger marketing and podcasts.
Details about the program and the speakers as well as tickets are available at Webstage-masters.ch.
This article was created as part of a media partnership between m&k Werbewoche.ch and Webstage Masters.
