Why it’s Stupid to Ignore Social Networks
June 23, 2009 8 Comments
Some folks who are immersed in more traditional marketing roles, or older-media journalistic endeavors, seem to enjoy dissing social networking, by focusing on the noise ratio, the amateur status of users, and the relative instability that comes with emerging technology.
We’re the experts. You need our filters. You need our apparatus.
The raw news and heartbreaking images have been generated primarily by citizens on the ground, not by official news bureaus and spinmeisters. And if you haven’t noticed, that is occurring on all levels of society, in every country, on every level.
- Social networks provide immediacy.
Social networks provide raw and multiple points of view, from citizen thought-leaders and just plain citizens.
Social networks provide access to private details, some of which ARE the real news.
Social networks amplify and multiply impact.
Laugh, if you will, at the “who cares what so-and-so ate for breakfast?” Sure, there’s trivia on social networks. But there’s also reality, and connectivity (and there’s plenty of garbage in the Triviaditional Media). I haven’t purchased a newspaper out of a machine for months, nor do I often tune into a live TV broadcast. But I remain quite well-informed without some official outlet telling me what they want me to hear.
There will always be a place for professional journalism, and professional marketing. But it will increasingly NOT be the position of supremacy. That boat has left the harbor. Social networks aren’t everything. But it’s very stupid indeed to ignore them.
(Alfred E Neuman image: Mad Magazine)
Subscribe to the StickyFigure blog
Free eBook: Getting Started with Social Networking