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I loved reading the last 5 paragraphs of this article. Not that the whole article wasn't good, but you hit the nail on the head as always.
I have to ask, and I'm no expert at this, but isn't the point of the corporations hopping on a way to create money for the market? Though we (early adopters) are the best teachers, we usually like things for free too. Expression and speech is free, but for corporations, there's always a price to pay.
Social Media is the platform of equalization - we all have the tools and platforms available to have our voices heard - whether it be by writing a blog or commenting on a blog or sending a message on Twitter. It isn't about the method of transportation it is about us opening our minds and our mouths and being listened to.
My embarrassment comes when companies blatantly use social media tools without having the first clue as to what Social Media means. I am also hopeful when people like yourself sit back and question all of this - because you should. don;t take what I say or what people like myself say as being the Social Media gospel. Step out there and find out what works for you - what helps you get your voice to be heard about the things that matter to you. Then yell them from the highest rooftops - That Dorrine is Social Media.
Fortunately, many of these people are also entrepreneurs who have to make a living to feed their families. So there will certainly be marketers utilising social media. If they add value to the mix, accusing them of bastardising social media is just plain cranky, Steve.
I tried to show in the post that not all marketers are the same - as Chris Brogan is to a point a marketer - but from what I am seeing on a daily basis Twitter have become the playground of marketers showing you all the 'tricks of the trade' to get more followers. Just look at any number of blog posts, Twitter messages et al that are published each day that promise the secret formula to go viral or make yourself more attractive to people so they will follow you.
In my book you fall right in that category of 'few and far between' marketers - Ijust wish there were more like you and that companies listened more to your message rather than trying to play the number game or control the conversation.
Hard to argue against that post IMO.
Marketers do tend to ruin alot of things, or at least try...that's down the nature of the marketing mentality though. I think it's a hard thing for them to step out of.
Whatever they try, it's always..."how can I make money off/from this?"
Nearly every time they start the same way on whatever it is they try. Pimp a link.
Funny thing to see and amazing it doesn't seem obvious from the start it's not the way to do things.
Rob
While I spend a lot of my time in the marketing world I get really frustrated with corporations, marketing and advertising trying to control every venue they can find. Again very awesome post.
I think the very fact that corporations are reaching out to people in this space is a clear indication that they realise how very important the voice of the individual is. While there are some businesses (large and small) who may not have figured out the rules yet, or who donot wish to follow the rules, ultimately they are the ones who will suffer as the become ridiculed, excluded or even worse, ignored in the social sphere. At the same time there are numerous people gaming the social networks with fake IDs, spam and alot of rubbish. However, much like the individuals who wish to share, learn, network and communicate on the socnets, the brands that are truly concerned about how they are perceived by their customers are, in fact, very transparent about seeking feedback, supporting evangelists and answering detractors in their chosen networks.
I don't for a minute think that social networks are only for the sole individual, they are also for groups, communities and - indeed - businesses. In the end, one way or the other, it's the businesses that make these networks feasible as they monetize them for the owners and stakeholders. I don't necessarily think that a brand should push the idea of 'connect with me' any more than an individual should; but if what a brand has to say is important, interesting, relevant and timely to either a single individual or a group of individuals, then it is also the individual's prerogative as to whether they follow the brand or not.
Social media will continue to be a playground and point of interaction for the brands until it proves to be detrimental to their business - simple demand and supply tactics applied to interest and exposure. I personally do not see that happening if the corporations make an effort to learn what social networking really is, and make their messaging flexible enough to fit in, with intent to be of service in the spirit of collaboration and communication. if they try to force social networking into a predefined box, there will be a lot more posts like yours, and I will agree with your viewpoint wholeheartedly... However, I have not found that to be the case with many brands who are actively testing the social network waters with real openness, flexibiity and a sincere interest to be a part of an interactive, dynamic online community.
First off thank you very much for taking the time to make your comment I appreciate it.
I would say though that corporations by their very nature fear - or perhaps distrust - the things that they can't control and social media is just that beast. The whole corporate culture has been built around them deciding what will be said and where it will be said.
Social media turns the tables on that and now the people are saying we will listen to you when and where we want but you will also hear what we have to say and if you don't well those consequences are harder than us not listening to you.
Yes there are companies and marketers who are beginning to understand just how much things have changed, and will change, but in the larger scheme of things they are few and far between. As well I didn't mean to suggest that Social Media is for the individually only - far from it. I do believe that companies should be involve - need to be involved but I think that is something that has to come organically rather than at the prodding of people who don't understand what this new world is about.
I really hope that your viewpoint on company involvement in Social Media is the correct one and that my interpretation of what I see around me is wrong. At this point in time though I don't think so but I am more than willing to be proven wrong.
After all, social media is created by and for the people, right? So doesn't it follow that they will form community with the people, things, or, gasp, even the companies that they choose? It's not the MySpaces, the Facebooks, or even the marketers that are promoting social media - it is the people that have made it so popular. You're not forced to participate, you choose to.
MySpace is a great personal example for me. I had enough of all the spammers and ridiculousness and turned elsewhere. Will that happen to Facebook? Maybe. Some argue that it's already happening for one reason or another (http://tinyurl.com/c5ff3r) And will it be the fault of marketers and brands. At least in part. We can point our fingers at the marketers that don't truly understand how to sincerely engage and connect with its loyal followers and game the system instead. BUT, the point will be that the people will speak. They will revolt. And it will be on to the next thing. The next fresh, genuine and real social gathering place on the web.
I wholeheartedly agree that multiple agendas are being promoted via social media. But we all have agendas. And what's so beautiful about social media is that we, the people, have the right to reject and destroy these agendas. It is still an open conversation ... just look at the list of comments on your blog post. :)
As well I would never suggest that companies; or individuals for that matter, should be forced into being a part of Social Media. when that happens nobody wins and only main stream media wins because they get more negative press to pump out in their hourly ratings game.
With all due respect to the author, you don't get to say what social media is meant to be. Social media is bigger than you or your opinion. In fact, it is bigger than the sum of it's parts. Bigger than anything human beings have ever created.
It is what it is.
When social media first appeared, there were similarly elevated concepts floating around. I don't think any of the early adopters at the time were saying, "this is a wonderful tool for one-way pushing of the same old inane messages!"
It's great to see the power of influence shifting from large organisations to the individual with a voice.
Ben Angel
Even the term "Personal Branding" is nothing new. Here's an article I wrote back in 1998 on the topic: Personal Branding http://ow.ly/38il . I was mildly surprised to see it still posted. A good reminder to think carefully about what you post on the Internet, There is no expiration date. The links in the article are no longer working, and the tools discussed are different today, however the message is still sound and relevant.