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When Social Media = Spam

February 14, 2009

Well the game is up I guess. Once someone points out so clearly a crack in the pavement this is all you see and when Patrick points, you look.

“…when a marketing person asks “How can I better use social media?”, what they’re actually asking is “How can I spam more effectively?”

I can almost hear all the social media sect members’ backs straightening in indignation. If it’s not true, prove Patrick wrong.

2 Comments leave one →
  1. February 14, 2009 5:27 pm

    I’m a marketer AND one of the Social Media sect members, and Patrick’s right: most marketers are looking for ways to blast their message out. The reason: for 100 years, one-way is the only kind of communication marketers have known, practiced, or been rewarded for.

    In a nutshell, marketers’ jobs are to craft a company’s offering, its value, and then to communicate that value to the market. If you do your job well, you communicate WITH your market, not AT them. You also engage with people who would find your offering interesting, not just anyone.

    Unfortunately, there are a ton of marketers out there who have no problem putting their company’s needs before those of their purchasers. It’s idiotic, self-interested and ultimately self-punishing.

    That said, I know plenty of marketers who are great people, and the last thing they want to do is waste anyone’s time. I’d encourage Patrick (and anyone else within his digital earshot) to not lump ALL marketers and the profession in with spammers. It’s just the bad ones that give the occupation a bad rep.

  2. Tim permalink*
    February 16, 2009 6:19 am

    I’m with you Eric but it’s the perception which will ultimately stick and not the reality. People want to continue to resist marketing.

    I don’t know why but it’s always more cosmopolitan to think you are beating the marketeers at their own game and doing and buying for free and personal reaons. Now if the population equate new interactive techniques of companies marketing WITH people they will feel like they are being maketed AT one way or the other.

    For the moment it’s easy to treat those who think social media is ninety percent bollocks as ignorant but once the consumers start to think the same the game is up.

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