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Wednesday, September 2, 2009

Social Media attraction hides 10 Dirty Little Secrets..

Social Media attraction hides 10 Dirty Little Secrets... http://ping.fm/ETSKc



Social Media's Top 10 Dirty Little Secrets

Picture 1293 Image uploaded by Stinky Pinkie on Flickr

1. Social climbers are attracted to social media
That's right. The same people who climb their way up the social food chain in the real world tend to do well in the social media world. They'll be your friend for a while, until they find someone else with more Twitter followers to tweet with.

2. Most social media is bad marketing/PR
Few organizations really want to engage with their customers. It's just easier to slap together a blog, Facebook fan page or hire someone to tweet about your products and coordinate events that hopefully generate buzz. Participation is hard.

3. Everyone hates internet celebrities, but secretly want to be one
Yup, I'm sick of the whole internet celebrity thing too. But it's funny—sometimes I think the people who slam it the most actually want to be the next social media rockstar, whatever that is.

4. Social media burnout syndrome is real
We joke about it, but it's true. We're overwhelmed by technology which promised to make life better for us. Instead, most of us haven't figured out how to restore the balance we once had in our lives. 

5. Group think happens
Yes, social media connects us in wonderful ways. Yes, it can lead to innovation and often does. But if you're not careful, you'll find yourself saying and thinking the same exact things as everyone else in your social system and you'll forget to think for yourself.

6. Your manager hates facebook
A manager's job is to get the most from their people—which is tough to do if you spend most of your time connecting with your friends. You may actually be getting your work done, but tell that to your boss.

7. It's a goldrush
Yes, there's money to be made in social media. Sure there's a few true believers who wouldn't be doing anything else, but lots of opportunists who smell the money trail. It's up to you to separate the wheat from the chaff. 

8. Social media is a threat
The reality of it is that social media will displace jobs, people and disrupt business models. Maybe this isn't a dirty secret—but for some, it's become a harsh reality. 

9. You're tired of new technology
Seriously, you just want things to slow down a little and perhaps get really good at using some of the great technologies that are out there before you have to jump on another without even knowing why you're jumping.
10. You're over top 10 social media posts
Yes, I wrote this knowing it might generate some attention. And I've fallen into some of these traps, so I'm no better than you. But It's always good to pause, think and turn things on their head. So hopefully, this post will get you thinking—which is never a bad thing.
Friday, August 28, 2009 in Life | 

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Thanks to Bob Cargill for pointing out this excellent post! 1. Social climbers are attracted to social media That's right. The same people who climb their way up the social food chain in the real world tend to do well... [Read More]
Tracked on Friday, August 28, 2009 at 08:57 PM

Comments

Ben Kunz dijo...
Nice. And bravely put.
Perhaps we all need to slow down a bit and focus on being authentic, vs. gaming network systems to get followers or sales. Authenticity tends to lead to success anyway.
Julia Wooster dijo en respuesta a Ben Kunz...
Well said Ben! As a Virtual Assistant I find more and more VAs jumping in on the bandwagon. My areas of expertise are more pedestrian, but my clients like what I do for them. A little social media is good but it's not the be all and end all.
Armano, thanks for keeping us grounded and reflective on doing the right thing.
Shiv Singh dijo...
Well put. I see a lot of the group think and gold rush mentality. And yes, many folks do suffer from burnout.
citygirlgvl dijo...
I love my technology but I find myself tuning out more and more each day. It's that elusive "balance" that I'm trying to find.
Certain Social Media platforms seem more genuine to me than others. For instance, I rarely use Facebook because I find it contrived and often full of posers and social climbers. Where I might wish to say on FB, "enough with the baby pics", I wouldn't because it's forever stamped on several people's walls. I would say it on Twitter though. That platform moves faster and seems more "honest".
Good list,
Alan Wolk dijo...
One more- a pet peeve of mine, and likely an addendum to "groupthink": too many SM opinion leaders exist in a tiny little bubble and remain blissfully unaware of how the average person views and uses social media. That makes their prononcements generally irrelevant outside The Bubble, particularly in regards to Bright Shiny Objects
KatFrench dijo...
I think #9 is more "secret" than "dirty" or "little." If your plan for social media goldrushery is to come up with the next cool tool... I'd go back to the drawing board.
Because for all the folks experiencing the burnout of #4, the first thing that gets dropped is "trying out new tools."
I also think that for all the "good" social media can do, we need to at least acknowledge that it accelerates/facilitates witch-hunt style backlash. God forbid you make a mistake, because when there are no barriers to public bitching, people are sure going to take advantage.
Paula Drum dijo...
Great post. I agree with the group think, however, it is the same as always listening to talk radio shows or mass media and adopting those points of views. We have to always strive to think for ourselves.
I laughed out loud about the internet celebrity syndrome. Too true.
I admit that I hit social media burnout myself and need to take some time off to balance. I find that I come back with a more interesting perspective when I'm balanced.
The secret that hit the spot with me is "How many companies really want to hear and respond to their customers versus following the latest fad?" Marketing is fundamentally changing. Brands must be open to authentic two-way dialog. I can't wait until all the posers fall by the side and the companies that really want to hear from customers and adapt take the lead. Companies can also use the old 1.0 technology of calling customers to find out what they think. That technology has been around since, hmmm, 1876!
Paula Drum
Gettington.com
Leigh Durst dijo...
Okay yeah, so sick of top-10's but not this one. Well said, rockstar. ;-)
BarbaraKB dijo...
Seeing SM tool burnout by early adopters. Yet, ordinary *people* want to be heard. And these *people* will use whatever tools are available to be heard. For them, there is no burnout.
BTW, my fave here is your #6... especially since it has a grammatical error. ;-)
As a living, breathing example of #2, I'm actually trying to engage with our customers because I love the conversation and I think people can tell when you really care or when you're just going through the motions because your boss went to a seminar that told him "You have to be in social media or you're nothing invisible." Participation is hard, but it's also rewarding if you enjoy what you're doing.
KenN dijo...
I always respect when someone 'fesses up in writings like these, talking more about 'us' rather than 'you'. [Preaching can be so un-appaeling.]
Overall from this, David, I can only suspect that for how "hot" Social Media is right now, is in direct proportion to how "over" it will be, sooner than we know it. Kind of like Dot.Bomb1 in 2000.
Brilliant, insightful writing.
This post is so amazing. I think it actually breaks my rule of hating Top 10 lists.
I started ranting a bit in reaction to a few of the points - but then realized I was just sort of writing a "yeah! What he said!" comment and effectively utilized my backspace key.
Great list David.
David, you certainly hit on many of the 'dirty' secrets I'm grappling with. Thanks for encapsulating them so succinctly. Hope you're well. Best, CB
Shel Holtz dijo...
What in the world is wrong with lists? It's not like social media discovered them; they've graced the pages of Cosmo and other checkout-stand magazines for decades because they attract attention. People like them. I'm for more lists.
David Armano dijo...
Ben, thanks I felt a bit brave today. :-)
Shiv, you're not kidding. Some of us may drop from it.
Paula, that's a good point about old technology—it never replaces the desire for an organization to get closer to their customers or to have more collaborative cultures. So tech really isn't the answer even thought it's helped us get into this mess.
Shel, nothing wrong with lists but sometimes we see so many of them in this space and tire of the "attract attention" tactics. But I hear you.
Thanks for all of the interesting comments here. it was kind of therapeutic to get this one out. :-)
sonal dijo en respuesta a David Armano...
I am relatively new to Social Media 'movement' happening in the marketing community... but wanted to know if there are any companies conducting some kind of survey to find out what pleases the masses on the Social Media sites?
Carrie Hebert dijo...
Disagree with #2. Most social media is bad marketing/PR. Many businesses need a social media professional (aka Social PR consultant) to show them the way. Show and tell.
Agree with #8. Social media is a threat. Lead or get out of the way!
David Armano dijo...
"Many businesses need a social media professional (aka Social PR consultant) to show them the way."
You know what I hear from big companies every day Carrie? They say how far behind their agencies are. Even PR agencies with social media people. Perhaps you are the exception, but I'm not entirely sure it's up to a single consultant to "show them the way".
Ed dijo...
Something no one seems to notice, is when their close friends, business associates, or team members display aggressive social climbing attributes which would have made them "that guy" in live situations.
A woman constantly tweeting every 'step up' event, or new A-List contact, (in other words) providing non-stop social proof of their rising relevance, is sickening.
It's especially easy to fool SV geeks,
who are clueless when they're being played...
@Carrie: I think that David is right about #2, and not only that: businesses that feel they need help and go straight to a PR firm will tend to rely on outsourcing social media activities to such agencies, and will probably not take the steps needed to truly adapt to this new social environment.
I have a confession...
A year ago I took a concrete mixing trailer to exhibit at BlogWorld in Vegas as a publicity stunt.
I did it to "game" social media and get some some attention. It worked!
But in the end, I left that exhibit hall with a desire to become involved in the social system.

I then started to participate. I followed blogs, then attempted to make comments, then started a blog, and now I am developing a party application on Facebook! (OK, I also admit to being part of the gold rush in #7, David)
Along the way I have met some very open and helpful people. I have made some new friends and developed some solid business relationships.
So, I may have started with a dirty secret, but in less than 12 months, I am slopping around in the mud of social networks as well...
I don't know about you but I've reached my saturation point with social media. Plus I'm tired of wading through the drivel. There's got to be a better way!
David,
Great post. I think another couple of thoughts you could add here include:
1) The Medici Effect: Social Media is in its infancy in connecting with other technologies, processes, ideas, disciplines, etc... The future is bright if we can see through the clutter.
2) At the end of the day Social Media will be about search... the social webs insatiable appetite for content continues to grow, but as humans it so hard to keep up... effective search engines, content aggregators and the like will save the day.
Lewis Green dijo...
You captured social media beautifully David. Thank you!
tamera kremer dijo...
This is of course why I like you. And yeah, I've done my share of ranting about quite a few of your points... but then again I tend to rant alot anyway, so... ;)
Good post David, thanks for injecting reality into a "Top 10" list.
Cheers,
tamera
Hey Dave!
Thanks for sharing and yes you are right with the top ten. I have been for the past 4 months trying to find my voice in the social media. As a film producer I love to share with others about what is happening in our world and for that matter my world. I believe we have a lot to gain in helping each other and giving guidance without expecting something in return. I enjoy what I do and love working with others in production or developing a marketing strategy.
I believe Social networking is good as long as you are a benefit and understand your goal. Yes .. getting work, making money is a goal but growing as an individual and group is just as strong!
Jean-Luc Martin
Adam Singer dijo...
Not really secrets, but a good list :)
Jeremy Pepper dijo...
Number 1 is dead on. I've watched, in the past year especially, people work the system. I'm not sure why it is so easy, beyond maybe that some of these "influencers" have never been popular, and are easily snowed.
Nice list, and a little belated, but good seeing you in Chicago.
Justin Levy dijo...
A great list Armano and one that is all very true. The one on your list that I've been thinking about more and more lately is related to burnout and balance. It is very real and something I think we're going to see more and more of.
Related to #1 about social climbers. I think a syndrome we're seeing is that some believe just because they're followed/friended by an "influencer" that means they're actual friends with that person. The development of friendships still takes a lot more work then just following someone. These tools open the way for geographic barriers to be brought down and also for connections to continue after, say, an event. But, to build or maintain the relationship, it still takes a lot more than the "Follow" button.
Liz dijo...
Except...a lot of people IN social media/networking are not in the business of social media. I follow a lot of people on Twitter & have friends on Facebook who have nothing to do with the PR/media/marketing business and who are content with their 150 friends/followers and, actually are quite pleased to have that many.
It's a common mistake everyone makes to project our own blindspots/errors/habits on to people in general. Social media is not one big circle that includes everyone but millions of small circles that intersect/abut other networks.
It's almost irresistible to look for patterns of behavior & attitudes. But even people with a million followers just encounter a small slice of users on Twitter. There are more exceptions than hard & fast rules. Generalizations are only applicable to small niche audiences. Except this one. ;)
olafkolbrueck dijo...
Great posting. better than baseball.:)
Adam Stewart dijo...
I especially agree with the burnout and groupthink items. I am trying to spend less time online jabbering about the same topics, because there's not a lot of value in spinning my wheels on the latest and greatest news in the social/tech space media/tech (i.e. groupthink). I'm looking for inspiration in other experiences. Despite that, I'm still easily able to get at the relevant topics that actually matter with a lot less time in the social media talk circles.
Mansi dijo...
I am so glad that you brought up a very important and the one that even after reading it, we'll never admit it "We want to be internet celebrities". There is a joy in being recommended on Follow Friday, the RTs make your day.
Great post, David.
Otir dijo...
I don't think this makes us really pause. It mirrors our inner feelings about social media activities that's why it's attractive :-) Call it reflection.
Great Post!
I like number 3 :-)
will Blog about this tmw. On www.spirofrog.de/blog
Simon dijo...

Wonderful summary :-) thanks a lot
tm dijo...
There's no interesting grasp of society or media in this. Let's look at #2:
2. Most social media is bad marketing/PR
Bad marketing/PR might attempt to imitate, or exploit social media, but it is not in any way to be confused with social media. Your analysis gets nowhere because you are too bored or cliche-seeking to look into the meanings of the words you are using. Perhaps you might offer to tell us: what does "social" mean? etc. Is it possible you were too interested in seeming to knock off a series of tweetable one-liners to bother to think?
Let's try another on for size: #11. One's understanding of social media is doomed to vapidity when one uses the forms of social media to attempt to offer theoretical insight into it.

David Armano dijo...
Tom,
you say that the marketing PR efforts I mention "is not in any way to be confused with social media". And that's somewhat a fair point. But the industry links them together and so I use the vernacular that most understand despite your interest in not having the two confused. Am I bored? Maybe the correct word is fatigue.
Here's one for you to try on.
I'll leave it up to you to determine where you fit. If you're open to it.
tm dijo...
Thanks for the response, David. Your "conversion scale" offers a series of options and invites readers to recognize themselves in one (or more) of them.
But what if one has an understanding of society and of media that would render suspect anything so susceptible of co-optation by industry, something, in fact, so industrialized, so commodified, as Facebook?
Do we really need middlemen to set up the stages upon which we strut and fret? Why is the internet becoming more and more assimilated to business modes of communication, instead of remaining closer to forms of connection that do not require gurus, advertising, graphs, charts, A-Lists and corporate usurpation of private, personal, human relations?
I do not like templates into which I am supposed to fit. Perhaps that will allow you to fit me into "skeptic," or more likely, "self-righteous jerk." My suggestion would be that whatever "industry" does may not converge with the real value and meaning of social relations. Indeed, it might just be what society and its media need less of.
Of course I'm in no position to say, but I'll venture to wonder aloud whether the corporate attempts to game social relations might not in fact have something to do with the fatigue you mention.
Yes, I just want things to slow down a little. Thank you for that post!
Kipp Bodnar dijo...
Well said. The goldrush aspect is clear, but the threat is the real issue, most people don't think about. Just like anything else in life, most people don't like change and that is one of our hurdles in the coming years.
ralf dijo...
Strangely enough agencies do not understand that with 'social' there comes a shift in paradigms. Keeping out the agencies - and media!
Now the brand or corporation leads(!) a dialogue with (potential) consumers. No mass monologs, no one-way streets, no short cuts, no diversions - just straight forward authenticity, honesty, value(s), benefit!
But how to explain this to media planning factories and efficiency optimizers - and the average social media expert (just living 1-3-7)?
TheMaria dijo...
What a great article! I especially agree with the groupthink argument; the mass avatar change to green color really ticked me off, and I wrote about it here:http://themoblog.wordpress.com/2009/06/30/try-not-to-lose-your-voice
Great post, thanks for writing it!
Tracey dijo...
I asked Paul Dunay to comment on this post in his blog, thought you might like to see his reply:http://buzzmarketingfortech.blogspot.com/2009/08/using-social-media-to-deepen-customer.html
@themaria that's a pretty interesting perspective. Groupthink and memes tend to have different dynamics but there us overlap.
Tracey,
Thanks for pointing that out.
VioWorld dijo...
Thanks for these interesting thoughts. I have just posted something on that topic myself (in German though...):
http://vioworld.de/blog/2009/09/web-2-0-kritisch/
Hagen Kohn
Hi! i'm from Switzerland so don't be surprised if my english is not the best...
I loved this post! I'm starting something based on Social Media and these 10 points are more than relevant and have to bring some reflexion.
I see social media as the real world actually. It isn't better and at the same time it'isn't worst. What is very important here (as in the real world) is to educate people so that they don't watch at Social Media as an Eldorado but as a new place where people, even interacting with them, are still people with their own interest (or some of a company).
But still, these Technologies open new space for interest, sharing and creative solution. Never have people the power to react for or against a product or a Brand... So isn't the real question about education and how could you bring it to anyone on the net?
I wish you a nice week
Seb
Great secrets - I couldn't agree more! With social media allowing thoughts and ideas to flow freely, I feel that the wannabe web-lebrities may have a tendency to embellish news, thoughts or ideas for maximum attention. What's your take?
Ad Girl dijo...
This was a great read. Thank you. Everyone seems to be on the fence about their feelings towards social media, but there is almost an obligation to immerse and interact with it, because it's growing so quickly... and we're only at the beginning of the discovery of its potential. The question is whether the discovery will lead us to new highs or new lows, and you've captured just that perfectly.
reactorr dijo...
The social media band wagon has left the station...
This is a top ten that i must take a note! It's really true. By the way, i love the picture!
-Baron
Publicado por Benet M. Marcos en 4:49:00 PM
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