What Would You Write on This Pack as a Health Warning?
I confess that, even though I speak on the subject of "social media", I remain to be convinced about its efficacy as a way for building and sustaining real, authentic and meaningful relationships between companies and their customers.
Yes, I've an open mind and understand that we're in a transitionary period in which the conversational tools emerging on the backbone of the Net are also evolving and it's an exciting place to watch.
And yes, I recognize that I might just be heading towards the Trough of Disillusionment a phase identified by Gartner as part of the Innovation Cycle when there's a negative backlash towards technologies and trends that have been overhyped.
1. The invasion of personal space by corporate interests. Even the creators of many of these tools, whose original objective was to encourage interaction and build community, now lament their becoming just another set of distribution tools. For more….
2. The dilution of language and meaning – a "friend" would expect a degree of personal response that few brands can yet provide. The friendship is one way – signing on as a friend or follower is a declaration of interest by the buyer not the seller although the data associated with the buyer’s declaration of friendships is where the real money lies. For more …
3. An obsession with numbers – and of quantity over quality of conversation. I understand the theory behind “return on influence” and like the fact that perfectly ordinary consumers can rise to positions of influence thanks to their hard work, diligence and integrity but when I see the amount of precious time some individuals are spending on increasing their ratings and keeping up with the buzz rather than really thrinking and reflecting, I am doubtful of the efficacy. For more…
4. The loss of perspective - failing to hear the song for the twits a.k.a failing to see the wood for the trees. The real promise of social media is its potential to democratize everything . In destinations, it means that everyone can become an intermediary and potentially do the work in a more personal way than the “official” marketing agency. That means new roles and responsibilities – real transformation but I have yet to see much evidence of this; and neither does Phocuswright….For more…..