Monday, September 21, 2009

Social media guns or bums?

Apparently the rule is that If you are a social media “expert” you yourself need to be active and on top of every single social media offering.

But really?

But why?

Of the top 3- blogging, tweeting and managing a Facebook profile with the prowess of a gossip magazine editor, there is not much time left in between.

Not only do I not understand how the apparent social media gurus get any work done, I also see it as a massive problem in immersing oneself up their own asshole. Basically ye guru feels the need to create such presence, be such an opinion maker, creator of their own image that I feel they forget what really matters- an understanding of the real world!

By being so focused on creating a presence within the social media community, the real world suffers. The real world, as in your audience, aren’t stuck up this internet hole. They don’t sit in front of their computer screens for hours on end, seeing which 3 people commented on their latest blog posts and if it was even coherent. The vast majority of them have real lives, and tend to live them, with balance.

The thing that I think social media peeps forget, is they themselves live in a passion point. I’ve spoken about passion points before- these are the lynch pins which guide any execution in the new age. In the social media guru’s case, the passion point happens to be the fulcrum of the social media sphere. An unusual scenario, but the social media gun must recognise these subtle differences- how the real people absorb and use platforms to participate and interact around their own unique passion points. This allows a marketer to tailor and use platforms for their ultimate objective, creating new rules and rationales about these platforms.

But the bums...the bums are so intent on watching the social media sphere like a hawk. They dive bomb on anything new and analyse it from every angle and that’s all they do. The problem is that they look at these activations in isolation and the weakness becomes the lack of perspective. The blinders are on and they miss all the things that real people see. It’s a problem and a shame.

If you take anything from this, let it be a step back. The advent of new technologies has created a base for us to adapt and meld into the existing realms of human behaviour. There are no rules or guidelines, only learnings .Without this type of approach the onset of young, arrogant bums who fail to see these vital nuances, is inevitable.


Nathan Bush said...

Great point. I think the "gurus" are a temporary solution while old school marketers and strategists catch up to the technology. For longevity, you've got more hope understanding the why people use social networks than how.

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