Category Archives: Social Marketing

Genuine Authenticity. Or Not.

On Being “Authentic”

I worked with Scott Rosenberg at Salon.com in the late ’90s and I often read his Wordyard blog where he shares his sharp insight on the social aspects of technology.This week he shared an interview with Jeff Pooley, who has written an essay about the “authenticity bind” and “calculated authenticity.”
phony
In my experience, such warping of truth and trust – which is more tied to advertising and marketing than to social media as a whole – derives from a cynical view of the public. In the pre-Web days authenticity was attributed to individuals. Did they behave online as they did in the flesh? Or did they invent roles – personas – that were intentionally fabricated to fool other community members and allow them to act out in the guise of someone else?

Of course, half-truths have been the stock and trade of advertising for decades, but social media as used today by marketing professionals, allows businesses to personalize themselves. Smart agencies understand that – as the Clue Train Manifesto taught us – “markets are conversations.” The subsequent question became, “are businesses conversing authentically?”

Scott’s interview goes deeper on that question (he’s writing a book about it) and it’s worth a read. Authenticity – true, not calculated – is an ideal from the customer’s point of view. But how many businesses can pull it off and achieve genuine authenticity?

The Web & the Fragility of Trust

Every year the Pew Research Internet Project invites experts to respond to a survey and state their opinions regarding the evolution of the Net and emerging threats to the social Web. What will it be like in 10 years? What technologies will have taken leaps forward? What should be targets of our concern?

spy
Flickr CC photo by Kangrex

Having responded to several of these over the years I know that some people give minimal responses and some write whole essays. The folks at Pew are left to sift through the results and – since few people are interested enough to spend hours reading the whole enchilada – offer a summary of the points on which there is some consensus.

I will further condense their summary because there’s an obvious theme here, alluded to in the title of this post. Here are the most grievous threats to what we currently expect from the Web, as identified for 2024 or thereabouts:

  1. countries will interfere with the net to maintain security and control

  2. government and corporate surveillance imperils trust

  3. commercial pressures will endanger the open structure of online life

If you’ve been paying any attention at all to your virtual surroundings during your time online or even offline – reading magazines in the salon or in the waiting room at the tire store – these should not come as a big surprise. Indeed, these threats for a decade hence are already upon us. It’s about who holds power over the online social environment.  It’s about the People’s Web vs the Web of politics and corporate convenience.

How can the individual users of the Web trust huge institutions who (1) don’t get what the social Web is all about and (2) put their interests above all others just because they can. Money (tax money, too) talks.  The users mostly understand that without their presence, the content they provide and the knowledge they share, the Web would simply be an uninhabited  data exchange network. -The users create and share and give life to the Web, which is why government and corporations are compelled to exploit and control them.

Of course government and corporate power have their places in this capitalist republic. They can be useful, though there is growing impatience among the citizenry with incompetence, violating privacy, forcing advertising into the midst of social interaction and unabashed greed among the ignorant self-appointed rulers. The issue of trust is not new, nor has it ever been assumed. It has been elemental since people first began getting online and interacting with one another.

hell
Flickr CC photo by Mr. Fix It

In the social beginnings – the 1980s – people wondered about the authenticity of others’ “personas.” “Is Bob really like he says he is on the message board?” At the personal level people were wary and kept their bullshit detectors set on Stun. Today – though there are plenty of dishonest and tricky scammers online skirting the edges of ethical behavior, businesses increasingly resort to practices like native advertising to lure us into clicking on what looks to be a post by an acquaintance but in reality is a lure and a trap, leading to the advertiser’s effort to sell you something. I call it “attention poaching .” Because it intrudes on a social atmosphere, it’s not the same as a billboard. It’s feigned – not authentic – friendliness.

As to government, we are still – and probably always will be – in under attack mode due to the long reverberations of 9-11. A humongous security industry has arisen from those ashes and the Web has become the barrel of fish that these forces shoot into at will.

Privacy? It’s already so compromised that one wonders how 2024 could be much worse. Our government spies on us while it is the only force powerful enough to protect us from Internet despotism. And it is the only force powerful enough to control or shut down content, access and open communication.

One remark in the Pew’s survey results rang especially true to me. “Commercialization of the Internet, paradoxically, is the biggest challenge to the growth of the Internet”

If the Web becomes a treaturous and overly commercialized place to be, people will leave or drastically cut down on their use of it. They will do what they need to do to feel safe and authentic. The Web will turn itself down. And remember: there are other great forces at work, changing the global gameboard as we progress toward 2024.

Social Monetization: Change Is the Only Constant

How many dollars, worker hours, member hours of attention and words written about it have gone into Facebook’s growth? It now stands as a behemoth of businesses with astronomical growth and activity. For its first few years it didn’t bother itself with ROI or revenue models. But since it went public 2 years ago, the pressure has been on to make money fast for its shareholders.

Facebook news feeds now have increasingly bothersome native advertising interrupting the content its members really want to read. amexNative ads look like posts and are created to catch readers not paying attention and lure them into clicking. So, are they working? It seems that some advertisers have their doubts.

Of course it’s long been known that people who join social media channels do so to socialize, not shop. They converse on Facebook and shop on Amazon.  In this article, @BrendanGahan cites a “recent study” that found that…

companies’ posts only reach around 6% of their fans organically on Facebook. This means if your Facebook page has 100,000 fans, only 6,000 of them are likely to see the post. The other 94,000 won’t know your post existed unless they go to your Facebook page and the chances of that happening are even slimmer. Facebook is hinting in the near future brands and companies should expect organic reach to be zero.

This reality challenges every social platform in its effort to monetize people’s activity as sharers of news and opinion. Being jabbed in the eye with commercial come-ons is not a way to win loyalty, no matter how many of your friends are there to connect with.

What does this mean for Facebook? Hard to say, but as the article suggests, pure content sites like YouTube may very well redirect attention in an environment where video ads allow you to bail after 5 seconds to watch over 5 minutes of action.

What’s the word on the street about the limits to unintentional customer exposure? Are we getting numbed yet as we were to 10 minutes of adds in every half hour of network TV programming?

Whack-a-Mole Social Media

As a business or non-profit you don’t need to maintain accounts on more social media platforms than you can effectively manage. Yes, on the face of it that probably sound like “Well, duh” information, but my own experience and that of others whom I have observed tells me that the desire to contact customers and constituents through as many channels as possible leads to spreading social efforts too thin.

Whack a mole creative commons
Flickr creative commons

Your social marketing should be based on establishing valuable and lasting relationships rather than raising metrics and spreading visibility. Yes, those goals are important but little is gained by jumping from one social media account to another, posting whatever can be scrambled together every day just to prove you’re alive.

Instead, consider your options for social media platforms that will provide the most benefit to your company because they are where your most beneficial relationships can be developed. Start with one platform and do a righteous job of using it to connect and engage with influencers in your target population. Work on it to spawn relevant conversations and popular events. Drive people to your website. Build the community to critical mass where users’ contributions sustain a good level of interaction. Once you’ve established sufficient momentum on that platform, begin to develop the next most promising platform.

For most but not all companies a Facebook page will be the prime platform with Twitter serving as a short-form secondary locale. But for many of you, LinkedIn or Pinterest may be your starting point. It may be your best move would be to select platforms that support different types of populations. Or you might want to use a primarily discussion platform and a primarily graphics platform.

In any case, doing a great job of connecting in one environment will serve you better than doing a hurried half-assed job in several.