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2 posts from September 2010

September 20, 2010

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Picture 21
 

September 09, 2010

Carpet bombing the Social Web - aaarrrgh.

The downward spiral of hollow rhetoric.

It would appear that whilst we have this wonderful thing called social media and its misinterpreted age, the web and its aggregation, and narcicsm and ego that are just being discovered - carpet bombing seems to be all the rage!

B52carpetbombingjj4

 I was on a "social network" the other day, checking out a few posts when I came across a "guru/expert" dictating how to use the social web. His main point of teaching was the method in how to get as much out there as possible.  In other words, to become the "go to" person in their field of expertise.

Now on one hand I would say that, in theory, this is not such a bad idea. After all "traditional" marketing dictates that "carpet bombing" a central idea, notion, or service "should" keep the purveyor in the potential user’s mind - but that's in the world of traditional marketing and the web is far from traditional.

In fact, in respect of the web, it dictates an entirely different and radical approach in order to achieve any kind of traction.

What about content and the notion that respect for the reader should be of primary concern? It’s certainly no longer about how much you can cram in their minds.

Traditional marketing channels treated the "consumer" in a very patronising and dis-respectful manner. It is based on assumption and brainwashing, knowing full well that the consumer cannot do anything about it and has very little choice.

However, the web allows us, the consumer, to act in a different manner. We have control, not the purveyor of the stream/s.

We, the consumer/s, want relevant content and not to be "tricked" into thinking that automated or carpet bombing content will help us or even brain washing us into thinking that the purveyor of such content is the "go to" person.

Users on the social web are becoming a very discerning breed. We have learned that we have control over what we see, pay attention to and use. We want rich and relevant content - in fact I would go so far as to suggest that we demand rich and relevant content.

Carpet bombing me with unadulterated and unauthentic rubbish is not only annoying but fundamentally wrong. The web is a resource of rich content, or should be, and "gurus" that have just discovered "automation" should really take some time out and realise the nature of what they are doing - not only to the consumer but to the web and their own reputation.

Clearly there is a fine line between getting the balance right and getting it wrong, and an emphasis on "content farming" is a sure fire way of starting down the road of getting it wrong.

The social web has grown up and is demanding higher standards of content.  

Carpet booming in military terms does not work either!