"Have you seen __________?" [youtube aMfSGt6rHos#p/u/1/aMfSGt6rHos]
If the video does not show up in your feed, watch it here: http://www.youtube.com/user/chipotle?v=aMfSGt6rHos
Very few organizations create social media content with the intention of a tribe member saying to someone else, "Have you seen their story?" Today, more than ever, someone can put together a quality video at little to no expense. However, knowing how to put together great content is even more valuable than the price of the video camera you might be using or the cost of the software to edit the video.
Chipotle understands this because they have a tremendous tribe. They empowered the tribe with a video animated for the attention of two year old. That video almost stole the show during the Grammy's and even crashed Chipotle's website for a short time. This is the affect social networking (information sharing) is having on our culture. The most powerful advertising has changed from, "Do you know about our product?" to "Do you know our story?" Chipotle gave their tribe something to tell you and to tell me. "Have you seen the Chipotle commercial from the Grammy's?"
Watch the video again. Did you see a burrito? Did you see a taco? Did you see chips and guacamole? You won't see any of their products but you do see their story and you're even invited into it at the end.
Is this what you're doing? Is this what your organization is doing? If all you are trying to do on a social network medium is display your product you're failing at empowering your tribe with an invitation to the community to get involved. We have too many products, your community doesn't need another one. What your community wants is a better story. Are you giving them one? The problem is that we want the old way of using words but Chipotle knows that a animated children's video is far more powerful than written words because it allows their tribe to say, "Have you seen that video? Let me show you."