Comments on: The Tech Economy & Social Media http://www.providentpartners.net/blog/index.php/2008/10/28/the-tech-economy-social-media/ The Marketing Edge, one of the longest running marketing and public relations podcasts. Mon, 06 Feb 2012 13:28:37 -0600 http://wordpress.org/?v=2.8.4 hourly 1 By: Britton Manasco http://www.providentpartners.net/blog/index.php/2008/10/28/the-tech-economy-social-media/comment-page-1/#comment-114459 Britton Manasco Sun, 02 Nov 2008 19:51:57 +0000 http://www.providentpartners.net/blog/?p=262#comment-114459 I think the evidence suggests that the new social media will be something different than a series of new spammable channels. After all, it's easy enough to tune the spammers out -- disinvite them, ignore them, not follow them. We will only pay attention to those we want to so one has to offer something that's worthy of our attention. I also think GC's comments about generational differences are interesting. I'm just wondering if there's a downside to a generation (or cohort) that spends so much time tuned into the voice of the crowd. I suspect that's just the nature of the emerging "civic" generation, but every generation has its limitations. Is there a danger in becoming excessively other directed? Will we lose our ability to think original thoughts and be skeptical toward poor ones? Something to think about anyway. Britton Manasco <a href="http://www.brittonmanasco.com" rel="nofollow">Illuminating the Future</a> I think the evidence suggests that the new social media will be something different than a series of new spammable channels. After all, it’s easy enough to tune the spammers out — disinvite them, ignore them, not follow them. We will only pay attention to those we want to so one has to offer something that’s worthy of our attention.

I also think GC’s comments about generational differences are interesting. I’m just wondering if there’s a downside to a generation (or cohort) that spends so much time tuned into the voice of the crowd. I suspect that’s just the nature of the emerging “civic” generation, but every generation has its limitations. Is there a danger in becoming excessively other directed? Will we lose our ability to think original thoughts and be skeptical toward poor ones? Something to think about anyway.

Britton Manasco
Illuminating the Future

]]> By: Marcel LeBrun http://www.providentpartners.net/blog/index.php/2008/10/28/the-tech-economy-social-media/comment-page-1/#comment-113457 Marcel LeBrun Tue, 28 Oct 2008 21:08:05 +0000 http://www.providentpartners.net/blog/?p=262#comment-113457 Great topic - these are big questions. I have two thoughts on your idea about "the transformation that social media can bring". On the one hand, we have a new communications medium, the social web, with new capabilities and characteristics that (like any other new technology) can impact society. The unique characteristics of the social web has caused a shift in the control of messages from institutions to communities, for example. On the other hand, we have human behavior or human nature is not as easily changed. What I find interesting about social media is that there is both a technological change and a cultural change taking place at the same time. Transparency and authenticity are values that are on the increase. Is social media responsible for this (is there a causal link)? Or is this a wider cultural shift already underway and we are simply seeing it reflected in social media which is acting as an enabler? Either way, social media is transformational. I do think, however, that transparency will increasingly be practiced by businesses while keeping in mind the "detractors waiting in the wings" as you say. Yes, the actions of detractors can create, to some extend, that "kind of environment defeats the purpose of transparency", but leading corporations in the space are proving that the benefits outweigh the risks, particularly when it comes to engaging with customers online. I think any company who treats the "social stuff" as just another channel (like Direct mail or email marketing) will find that they will encounter the same levels of ineffectiveness, or maybe worse, because this channel does talk back. For companies who are genuinely engaging online, it is working (for them and their customers). Marcel Great topic – these are big questions. I have two thoughts on your idea about “the transformation that social media can bring”. On the one hand, we have a new communications medium, the social web, with new capabilities and characteristics that (like any other new technology) can impact society. The unique characteristics of the social web has caused a shift in the control of messages from institutions to communities, for example. On the other hand, we have human behavior or human nature is not as easily changed. What I find interesting about social media is that there is both a technological change and a cultural change taking place at the same time. Transparency and authenticity are values that are on the increase. Is social media responsible for this (is there a causal link)? Or is this a wider cultural shift already underway and we are simply seeing it reflected in social media which is acting as an enabler? Either way, social media is transformational.

I do think, however, that transparency will increasingly be practiced by businesses while keeping in mind the “detractors waiting in the wings” as you say. Yes, the actions of detractors can create, to some extend, that “kind of environment defeats the purpose of transparency”, but leading corporations in the space are proving that the benefits outweigh the risks, particularly when it comes to engaging with customers online.

I think any company who treats the “social stuff” as just another channel (like Direct mail or email marketing) will find that they will encounter the same levels of ineffectiveness, or maybe worse, because this channel does talk back. For companies who are genuinely engaging online, it is working (for them and their customers).

Marcel

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