Another Sign the Social Media Tide Has TurnedPosted by an Honored Guest
If you’ve read anything here, you know that we at Strumpette are quite skeptical of the “new media guys.” Lotta self-proclaimed experts. So much flimflam, it can make even the most blatant PR person blush. Unbelievable to the point that one can only feel empathetic uncomfort for the actors. Anyway, I had a book recently cross my desk, “Secrets of Online Persuasion.” On the heels of the volumes of blogging books by PR’s noted blathererati... I’ve become almost hypervigilant as to anything that isn’t titled “Die You Commie Blogger, Die.” So, gracefully, I thanked the author and kept walking. Well, turns out Andrew Keen and his new book “Cult of the Amateur” has been quite the catalyst. We’ve gotten a ton of supportive email, one of which was from the author of “Secrets of Online Persuasion,” JP Micek. He said all the right things and then some. Hell, I was so impressed, I asked if he would consider a byline. He did. And he then he goes and knocks it right out of the park. Oddity? Rare exception? Fluke? Not sure. I don't think so. Aedhmar and friends now rarely blog; Edelman has all but abandoned the island; Blank check or no, rumor has it Murray is redirecting the "Revolution"; and the once "A-List" now almost to a man are dedicated to openly Twittering their days away. Excuse me but the tide has definitely turned. JP Micek attacks all the hype and simultaneously gives practical advice. Very very hopeful. Without further ado...
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Interesting takes. For a guy that SEEMS to be a critic of new media and supporters, he sure takes advantage of the outlets.
Not a critic of New Media Rick. It's just a communication channel. That would be like criticizing a Ferrari or a Hummer. All three are inanimate, and they all have specialized capabilities.
My criticism is not of "supporters" either. I would consider myself a New Media "supporter," albeit a capitalist one. (Everyone in Oz wasn't evil.) Read carefully and you'll see criticism is reserved for New Media elite who make up "rules" (that are somehow "not rules",) and the evangelists who blindly proselytize said message, damning anyone to hell who hasn't obeyed.
Note to self: Don't scan text, immediately pick out certain parts of the text that catch attention (certain negative keywords) and assume the post is negative :-)
Note to John Paul Micek: Ferrari, probably have to agree with you there...Hummer, makes me say "hmmmm".
Yeah, I meant the "Arnold" / Marines type Hummer. Not the sissy H2 and H3 baby Hummers. lol
I've been saying this for years, just not as well.
We all seek social outlets for communication. We make actual connections when our overtures are met by others who enjoy our company and seek to share our experiences. Public relations has allowed many people to make connections, even though they may not have intended to be part of the conversation. That is not to say they were manipulated. It means that PR allowed them to be introduced to a person who eventually became a partner or friend. Web 2.0, social media, whatever, adds communication channels, which in turn may make it easier to meet others. However, the skills necessary to engage and share are still required, otherwise you might as well be shouting into the wind. No amount of social media pixie dust is going to make a social moth a butterfly. I engage in social media, but I don't make it the main course. Like everything else I use it to flavor my conversations. It's only a tool and it doesn't require a special number to make it so.
Amen Michael. It's not a "crime" to use New Media channels to strategically turn connections into money, influence and (gasp!) power. And like it or not, human nature dictates that success in gaining and guiding those conections include elements of control.
No... manipulation won't work with New Media channels. Just like it won't work in the offline world (at least not long term.) But influence, persuasion, and seduction do work. And damn well at that when applied by a master. Whichever word you choose, these frameworks allow you to control people's perceptions. And success in business is success in controlling perceptions. The person who makes the "perception" deliver "reality" will be a winner every time. The moral application of that power is up to the individual.
Great post! I think sometimes people get caught up in the "How Cool!" aspect of the new media tools, and are willng to throw them everywhere to see where they stick. I think we have to remember what you state so well- these toys are communication tools, and you can use them effectively, or to annoy, just like the plain ol' telephone. Think business call versus telemarketers during dinner.
In the end, the power of social media is that it makes "time and place" largely irrelevant. You can communicate with someone in writing, video or sound regardless of your physical location or time zone, at extremely low cost. I can collaborate with collegues in different cities with google docs in real time. I can do a podcast and get feedback from someone in South Africa, who never would have had access to this information before the web. People can get what they need, when they need it. In terms of marketing, this means you can even engage to get new ideas- good, bad and indifferent, from a much wider pool of resources than ever before, as well as reach a potentially wider pool of potential clients than ever before, in an increasingly targeted way. But sorting the wheat from the chaff is not easy yet, and this is the core challenge, as I see it.
Whitney,
"Sorting the wheat from the chaff is not easy yet, and this is the core challenge, as I see it." Absolutely. The difficulty that we are seeing is that the more chaff -- and Web 2.0 is a hyper chaff machine -- the less the general public can recognize wheat. Chaff becomes that standard. Here's an image: if you put a frog into a pot of water and gradually turn up the heat... it won't jump. - Amanda
Agreed.
I know in the long run, excellence will win out over the , well, not so good. But how many people will be turned off in the process? Quite a few. I am an optimist though. I really believe that smart and sensible will win out in the end. You see the hyperbolic growth, and the "carpet baggers" move in like always.... Yet it is a caveat emptor world, and people have to be both responsible for themselves and use due diligence in sorting out who they are dealing with- because we all don't live down the street from each other anymore. yet couple that with the fact that if you screw up, it will haunt you on the web forever, and you have some pretty powerful forces to restrain those who understand this in principal. Those that do not will get fried like the frog- maybe even faster, if we're lucky.
No Whitney. With all due respect...
Two things: 1) You are missing the point e: hyper chaff. Indeed people are no longer able to discern the difference. See this: http://tinyurl.com/324pzo . Bottom line: When crap becomes the norm, the public can no longer tell whether it's crap or not. Caveat emptor is a myth. That's why fraud is rampant on the Web. 2) Market distortions are a natural byproduct of a free market. That's why we have instituted numerous laws to protect society. Fact is, Web 2.0 is relatively lawless. Last point... you just might be in a pot of hot water and not know it. I recommend Andrew Keen's "Cult of the Amateur" as a companion to "Secrets to Online Persuasion." Best, - Amanda - Amanda Add Comment
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