Shooting at Bubbles - Latest Comments in The wrong people are promoting Social Media

Re: The wrong people are promoting Social Media

AdamSinger — Sun, 19 Apr 2009 15:27:26 -0000

This was a really good discussion Steven, you should consider a follow-up post on it. Enjoyed the post (and ensuring thoughts) a lot.

Re: The wrong people are promoting Social Media

John E. Bredehoft (Empoprises) — Fri, 17 Apr 2009 20:30:16 -0000

FidoNET? WWIV rules! Seriously, I agree that many people forget that tools are just tools, which can be used in many ways. I am going to look up the personal branding article that mysticventures mentioned.

Re: The wrong people are promoting Social Media

John E. Bredehoft (Empoprises) — Fri, 17 Apr 2009 20:28:13 -0000

When a new technology arrives, there are all sorts of grandiose concepts that are floated regarding the benefits of the new technology. Television was supposed to elevate us, but within 15 years of its appearance it was being described as a "wasteland." And that was BEFORE reality TV was invented.

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!"

Re: The wrong people are promoting Social Media

StevenHodson — Fri, 17 Apr 2009 20:20:03 -0000

I have been saying the same thing for a long time. anyone with any experience with things like FidoNET and echos or with IRC will see the same thing. All we have done really is dumb it down and given it a fresh coat of pastel paints.

Re: The wrong people are promoting Social Media

mysticventures — Fri, 17 Apr 2009 17:28:26 -0000

The roots of so called "Social Media" goes all the way back to the days of 600 baud modems and bulletin boards. The only things that have changed are tools and terminology. Early adopters then and now are about the conversation and relationships. Then as the technology spreads, it inevitably is overrun and abused by the hucksters and shysters looking to make a quick buck. Fortunately we have more options and more control over who we listen to in our social circles.

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.

Re: The wrong people are promoting Social Media

Ben Angel — Fri, 17 Apr 2009 08:53:42 -0000

I couldn't agree more. Great article.

It's great to see the power of influence shifting from large organisations to the individual with a voice.

Ben Angel

Re: The wrong people are promoting Social Media

Steve — Thu, 16 Apr 2009 23:37:30 -0000

"This isn’t what Social Media was meant to be"

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.

Re: The wrong people are promoting Social Media

StevenHodson — Thu, 16 Apr 2009 20:53:31 -0000

Heidi - glad I was able to write something that kept your interest. If I gave the impression that I don't think businesses have a place at the Social Media table I didn't mean to. I do believe that there are companies who do understand how things are changing and I welcome them with open arms. The majority of the time though it feels more like those riding the buzzword bandwagon are doing it because it is the new cool - not because they believe in the principals of Social Media.

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.

Re: The wrong people are promoting Social Media

StevenHodson — Thu, 16 Apr 2009 20:48:10 -0000

Laura,

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.

Re: The wrong people are promoting Social Media

Heidi — Thu, 16 Apr 2009 20:07:24 -0000

I rarely have the attention span to read through every single word of a blog post, but you broke the trend with this topic. Thank you for your interesting thoughts. I do think that there is a place for marketers and even large corporations in social media. I think there's a place for everyone. It is social.

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. :)

Re: The wrong people are promoting Social Media

Laura — Thu, 16 Apr 2009 19:22:42 -0000

Very thought provoking post, though I'm not sure I agree with your blanket generalization that companies 'fear' social media and a level playing field. I think many savvy online marketers - who incidentally are people too ;) - have realised that online collaboration and building customer trust by being more transparent and on the level, so to speak, are fast becoming two of marketings primary objectives; not so much to promote or sell in the conventional manner, but due to the fact that social networks - reviews, online commentary, discussion etc - are nearly as important as word of mouth in both spreading brand awareness and transferring brand confidence and loyalty.

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.

Re: The wrong people are promoting Social Media

StevenHodson — Thu, 16 Apr 2009 18:09:09 -0000

thanks Glenn I appreciate the good words

Re: The wrong people are promoting Social Media

StevenHodson — Thu, 16 Apr 2009 18:06:53 -0000

at its heart I believe that Social Media has absolutely nothing to do with money. Unfortunately it seems that a large portion of those trying to promote it are about the money.

Re: The wrong people are promoting Social Media

Glenn Antoine — Thu, 16 Apr 2009 17:25:43 -0000

Thank you for an awesome post!
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.

Re: The wrong people are promoting Social Media

RexDixon — Thu, 16 Apr 2009 16:51:55 -0000

Much larger scale and for the better of the working class.

Re: The wrong people are promoting Social Media

Mark 'Rizzn' Hopkins — Thu, 16 Apr 2009 16:47:19 -0000

I think it's still doing that, but on a much larger scale.

Re: The wrong people are promoting Social Media

Rob — Thu, 16 Apr 2009 16:40:12 -0000

Steven,

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

Re: The wrong people are promoting Social Media

StevenHodson — Thu, 16 Apr 2009 16:23:27 -0000

Adam while not totally apparent in this post; unless you know Chris Brogan, I have said in the past that there are marketers who understand the principals behind the social media tools like Twitter but unfortunately - in my opinion - they are few and far between.

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.

Re: The wrong people are promoting Social Media

StevenHodson — Thu, 16 Apr 2009 16:17:35 -0000

Scott my examples of Searls and Brogan is that they don't try to utilize these services to gain followers. They use it as a way to really communicate. Neither one of those gentleman as far as I kow have ever fallen to the 'numbers' game.

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.

Re: The wrong people are promoting Social Media

Adam Singer — Thu, 16 Apr 2009 15:57:39 -0000

Hey...not all us marketers are manipulative Steven and you know that. Don't let a few bad examples ruin it for you. I would like to think as a marketing and public relations professional - through both my example set during my daywork and blog content - I am spreading social media and web communications tools in a positive way directed to openness. I'm with you on destroying the old, top-down approach and with you on democratization media and communications.

Re: The wrong people are promoting Social Media

Guest — Thu, 16 Apr 2009 10:34:43 -0000

Right on.

Re: The wrong people are promoting Social Media

Mollybob — Thu, 16 Apr 2009 09:14:33 -0000

Yes! Yes! Yes! I cannot agree with you more! I think the fact that it's got a "social" infront of the "media" is an important thing for all of us to remember.

Re: The wrong people are promoting Social Media

scottynz — Thu, 16 Apr 2009 06:10:15 -0000

Social media is about what we want it to be about - not what some Searls or Brogan says it should be about. That is why the people have ownership of it. It was born of the people's need to freely interact and the people who use it will decide what it becomes.

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.

Re: The wrong people are promoting Social Media

InSinU8 — Thu, 16 Apr 2009 02:04:13 -0000

I totally flashed back to the early 90's! The web was supposed to create the same sort of revolution, putting the power into the hands of the many and taking control away from the big corporations.

Re: The wrong people are promoting Social Media

Michael Sean Wright — Thu, 16 Apr 2009 01:45:40 -0000

Our ancient selves long for community - we fall all over new ways to tap on rocks, trade stone for wire then the ether. Someday I hope to sit around a campfire with you and learn how to read the smoke signals better.