Social media is a movement — a people place, not a marketplace
A word about trust on in the blogosphere and social media in general:
There is considerable discussion about how businesses can tap into these conversations. Another angle is the practice of paying bloggers, which some say is no different than paying ghostwriters of a book.
All of the above will be tested during the next couple of years as society continues to use social networks and other sites that have “word of mouth”-like components. A key to figuring out how business can use social media is to understand why social media is different than any other media.
Social media is a movement. Social media is a people place, not a market place.
The blogosphere has had millions participate because of a need to be recognized, even by just one other person. Social media has taken hold in equal numbers because of the need to be a part of a group, the need to connect. These are basic human needs, not driven by economics.
There is also a cynicism in the U.S. that I believe has contributed to the rejection of most forms of advertising, a growing distrust of corporations and a political system viewed as destined to be at odds for the foreseeable future.
The major structures of our society — financial, legal, and political — have their roots deep in the last century of ridged, industrial growth and are not yet capable of appreciating or assimilating a more open discussion created by social media.
If you are a marketer, a business, and look at social media from the perspective of it being a movement, it will change the way you approach social media. You will be a participant rather than a party-crasher, a thoughtful listener rather than a loud bore, and a valuable contributor rather than a self-serving taker.
Blogs that contributed to my thinking on this were:
What’s your take? Make a choice: Is social media more movement or marketplace? Remember, every comment we get we will contribute a food item to a St. Paul food shelter.
Tags: paid bloggers
This entry was posted on Friday, November 16th, 2007 at 9:48 pm and is filed under blogging, blogs, new media, social media, trust.You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
November 18th, 2007 at 9:14 am
I think it’s great you’re giving food items to a food shelter for every comment! That’s awesome!
When you say movement, it seems to me like there’s an end. Like a movement in a song. It’s there then it’s gone. However, it changes and influences what happens afterwards. Social media is here to stay. Yes, there may be other things in the future, but for now, it’s here and it’s in its infancy.
I think that if you’re not marketing yourself or business on the social media landscape, you’re gravely making a big mistake.
- Michael S. Copeland
Social Media Marketing Tools
at http://SocialMediaBlaster.com
November 18th, 2007 at 10:45 am
Yes the food shelter idea will come in handy this month; I’m bringing donations on Tuesday.
Now to your point about movement, I use the word movement as in civil rights movement, not movement of a symphony. I agree social media is not a fad, the question is will it be something in which a majority of society will participate?
Lastly, I disagree with your last point about marketing yourself or your business if you mean marketing in the traditional sense, that being “Here’s my company and here’s my stuff and we’re better than that guy over there.”
I support the idea of individuals and companies who also derive money from the topics in which they participate on social media sites should contribute their knowledge. They should add to the discussion as an integrated member of that community and not as an outsider shilling their wares. My position is that most social media participants and active bloggers are there because they reject being attacked, manipulated, and cajoled by marketers. That’s why I call it a movement not a marketplace.
In fact, I believe that the tools you promote on your site are exactly what social media participants will reject. In reading your home page the impression I get is the antithesis of the idea I am espousing, marketers should not be “attacking” the social media market and that companies should not seek to “become a force” in social media.
I did not complete the entry form on that page because given what I read I am not interested in your form of social media marketing. I would however, like to understand exactly what the 20 software social media marketing titles are and what they do. I would consider having an interview with you on the Marketing Edge, however, you should realize that I am dubious about the marketing tactics as promoted on your site.
Thanks for commenting and allow us to air this discussion.
November 18th, 2007 at 2:18 pm
The idea of being a participant and an honest contributor is so crucial. Your line about “people place not marketplace” really captures that idea well. Similar to the Cluetrain Manifesto line: “The is no market for messages.”
But there is a massive market for smart ideas. Keep ‘em comin’.
June 14th, 2008 at 7:37 pm
[...] I have said for a long time that social media is more a movement than a market. [...]