1
Jan
2010
2010: The Year Social Media Grows Up
Blogs, the keystone of Social Media, are no different from traditional media when it comes to this time between years. In December, bloggers post retrospectives of the year (or, in the case of 2009, a decade) or predict today what will come tomorrow.
In this posting, I intend to do both. While I never intended to use this blog to wax nostalgic or gaze into a crystal ball and pass along my visions of the future, a tweet did make me stop, think, and write this post.
“I am not a personal brand. I am a person.”
There is a touch of irony in what seems to be a very passionate cry amongst a deluge of noise on Twitter when you consider:
- The Twitter in question is a professional marketer.
- The Twitter in question runs a marketing firm based around online branding through Social Media.
- The Twitter in question tweets under a handle that is the name of their marketing firm.
To coin the iconic, one-word observation from Star Trek: “Fascinating.”
My prediction for Social Media in 2010 is it will struggle against acne, cringe at the sound of its own changing voice, and start to notice the opposite sex. Yes, Social Media will grow up; and its deeply entrenched Snake Oil Sales Staff will be forced to re-evaluate their place in it.
What started as a whisper at the beginning of the year has now becoming quite the trend. Here’s a cross-section of observations my Google-search “Social Media Snake Oil Salesmen” revealed:
- May 26, 2009 from Communications Catalyst. Managed by marketing strategist David Mullen, the Communication Catalyst offered at the beginning of the summer a checklist of things to be wary of when a Social Media Expert comes calling.
- September 21, 2009 from The Buzz Bin. This blog offers commentary on integrated communications (PR, social media, interactive marketing, etc.) and offers their own opinion of “Social Media Experts” and how many of them know very little.
- October 13, 2009 from BillCrosby.com where Real Estate Investor and Social Media Evangelist Bill Crosby comes out and rants about how no one is making any real money in Social Media. (Again I feel the touch of irony that this guy came out against Social Media as an economic fix as he was one of the “brains” behind Twitter Traffic Machine, an application that completely automated Twitter. And this guy calls himself a Social Media evangelist.)
- December 5, 2009 from Logic+Emotion. This sums it all up for me, and is entitled “Life After Social Media Snake Oil”. This is a brilliant post.
These wake-up calls appearing as blogposts, tweets, and rants on Facebook appeared to gain momentum in December, the more vocal being those who led the masses blindly under the Social Media banner. This message (and this is the “I told you so” part of this post/rant…) is hardly a new one as I have spoken internationally on this subject.
After attending a Social Media event in January 2009 (that was nothing more than a tedious exercise of self-gratification), I developed a talk called ANTI-Social Media, a seminar that ruffled a few feathers in Washington D.C. but went on to be syndicated across the blogosphere and served as my audition reel for what would become my 2009 New Zealand tour. I have struggled against the grain with this message, a message that went to print in All a Twitter. This message came under fire from some “experts” back in the Fall…
Now, only months later, these same experts have cleaned off their respective Looking Glasses and do not like the reflections thrown back at them. And as recent as yesterday, TechCrunch revealed an option that the disillusioned may take in order to truly cope with the Social Media personas they have made for themselves.
Social Media has reached a turning point; and with more businesses stepping into the arena, Old School policies are now coming into play. What does this mean? This means that having a second account focusing on just your business and less on you will be in order. There is something nice about being able to speak your mind freely while preserving your professional identity. Perhaps that footloose-and-seat-of-your-pants approach to marketing (what the gurus label as “rebellious” or “radical”) isn’t going to work so well here. This also means that removing the line between business and casual will carry consequences. Yes, there will be times, opportunities, and moments in Social Media that will allow you to get personal with your audience; but if you are not willing to draw a line between you on-the-clock and off-the-clock, you cannot cry “Foul!” when criticism flies.
2010 will be the year that Social Media will be taken seriously, and those serious about it will remain practicing it while those who have been crowning themselves as experts, oracles and mavens will be called to task. What are they doing in Social Media now? Where are the blogs they manage? What podcasts are they currently producing? What is their presence within Social Networks? Credibility and accomplishments in Social Media efforts will have to extend beyond “Chris Brogan is my friend on Facebook…” or “Robert Scoble and Jeff Pulver are part of my LinkedIn network.” What is it that establishes the expert as an expert? A true understanding of Social Media, or the fact you have a blog and a Twitter account? Finally, Social Media in 2010 will not be implemented simply to be trendy. Clients will want — nay, demand — a strategy, a plan. No longer will the mavens be taken at face value and at their word. Yes, we know Social Media is full of win, but how do you plan to implement this initiative of awesome? There must be a purpose and a goal for what you want to accomplish. Without these changes, changes that need to happen and appear to be already, Social Media will never reach beyond this Not Safe for Work (NSFW) video:
Welcome to 2010. A new year, a clean slate. Good hunting.
Welcome to “Growing up on the Internet”. I figured it out back in the days of usenet (as a freebie on my ISP – remember those days?) that I had to make ” at some dot domain” a part of my news reader signature along with a bogus replyto: to fend off the spammers, but only belatedly learned that I had to also worry about my employer picking up anything of “interest” that might “reflect” adversely on them.
I have mistrusted the exposure potentials of the Internet for 15 years (Mosaic and altavista.com were such a fun combo).
BTW, don’t worry about the end of the decade thing – you have until the end of this year (or do we need to review the correction of Y2K being the LAST year of the 2nd millenium, rather than the popular misunderstanding that it was the first year of the 3rd millenium? After all, there was no year zero, so do the counting…).
Tee,
I am still laughing my a** off at the video. Well worth the 3:15 of time on a Sunday afternoon. Thanks for sharing!
On the reference in your article, I appreciate the link to my article, but I believe we are speaking the same language. I believe it is well understood by those of us that have been knee deep figuring out the monetary process to Social Media, that there is a ton to still work out. It is still so new, and my point in the article I wrote was simply to be aware of those who come along with their hand out to manage your social media “whatever”.
On that point I would hope you agree!
Bill Crosby
PS. While I did create the The Twitter Traffic Machine, I heavily promoted to engage with the tool upon building your followers. One that point, you have me misunderstood. Thanks again for the virtual reach out!