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Just when there are inklings that we’ve broken through the hype, there’s always that one that has us up against the social media wall…

March 9, 2011 4:07 by

Today is gonna be the day that they’re gonna throw it back to you

By now you shoulda, somehow, realized what you gotta do
I don’t believe that anybody feels the way I do about you now

Catchy song, isn’t it?

And suitable for leading into another wall that has Kipp less than chirpy…it’s the newest addition to a long line of superlatives in this region, courtesy of McCollins Media.

The company is attempting to create “The Longest Facebook Wall in the World”, where people can add their names, locations and photos. After the record is met, a ‘life-size’ print version will be flown over Dubai in a helicopter.

Let’s pause here for a few seconds to let you take that in. (…and insert your choice of facepalm responses.)

Now, according to the press release, this is the first time such an attempt is being made. Kipp wonders why. And while wondering, we veer off to a vision of a group of suits awkwardly sitting on beanbags brainstorming. Then, someone says “O-M-G. How about we make the longest blah blah blah”, followed by a bunch of high-fives and pats on backs.

The social media agency says the wall “highlights the onset of Social Media (Marketing)”.

It’s arguable then that it’s not safe just yet to say that the social media frenzy is already in the region; even after Facebook sees a 67% penetration across the Middle East and Africa and there are estimates of about 40,000 Twitter users in the region.

And even though the past two years has seen the mushrooming of different social media-centered events such as the Social Media Forum, and the Internet Show. Who are these brave innovators? If you must ask, they are “the coolest social media agency in town.” They say so themselves in this video.

The Wall is a data-capturing campaign, of course. But it seems this indiscriminate mass collection of data leads to some questions, particularly about the long-term sustainability of the project. Kipp is pretty sure any social media agency will know that it’s not just about creating the hype, right? Long after that helicopter lands, how is the company going to keep the attention of its captured audience? Kipp is curious…and after all, it’s a (wonder) wall.

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