Comments on: Social software, social media… what’s happening http://weblogsky.com/2010/01/23/social-software-social-media-whats-happening/ Smart thinking about digital culture, media, and the Internet. Fri, 18 May 2012 15:50:07 +0000 hourly 1 http://wordpress.org/?v=3.3.2 By: jonl http://weblogsky.com/2010/01/23/social-software-social-media-whats-happening/comment-page-1/#comment-1130 jonl Sun, 24 Jan 2010 16:03:11 +0000 http://weblogsky.com/2010/01/23/social-software-social-media-whats-happening/#comment-1130 I've seen that, too. Not surprising that marketing professionals cling to the mass marketing approaches that they know best, where they understand the metrics, however flawed those might be. My interest is in relationship and collaboration, which don't scale to mass. Relationship and conversational marketing will take some rethinking, and I don't think we've done that rethinking yet. It might emerge more from the "social business" side as that evolves. I’ve seen that, too. Not surprising that marketing professionals cling to the mass marketing approaches that they know best, where they understand the metrics, however flawed those might be. My interest is in relationship and collaboration, which don’t scale to mass. Relationship and conversational marketing will take some rethinking, and I don’t think we’ve done that rethinking yet. It might emerge more from the “social business” side as that evolves.

]]> By: Josh Letourneau http://weblogsky.com/2010/01/23/social-software-social-media-whats-happening/comment-page-1/#comment-1129 Josh Letourneau Sun, 24 Jan 2010 14:46:33 +0000 http://weblogsky.com/2010/01/23/social-software-social-media-whats-happening/#comment-1129 Jon, kudos on a great post. Your comment here is especially hard-hitting: "I also think that we’ve lost “social” in social media like Twitter and Facebook, that are set up for drive-by posting but don’t facilitate real collaboration very well." I have also observed a crossroads in marketing, in which 99% of the effort is expended on building 'mindshare' and brand awareness . . . and 1% building authentic relationships. Josh Letourneau http://CollaborativeChaos.typepad.com jl(at)knightbishop.com Jon, kudos on a great post. Your comment here is especially hard-hitting:

“I also think that we’ve lost “social” in social media like Twitter and Facebook, that are set up for drive-by posting but don’t facilitate real collaboration very well.”

I have also observed a crossroads in marketing, in which 99% of the effort is expended on building ‘mindshare’ and brand awareness . . . and 1% building authentic relationships.

Josh Letourneau
http://CollaborativeChaos.typepad.com
jl(at)knightbishop.com

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