Writing in The Groundswell of Social Media Backl, ZDNet columnist Oliver Marks hits on an important issue regarding the evolution of social media and the hype surrounding its use in marketing:
I've written about the what passes for "conversational tone" in this blog and elsewhere (see The Catalyst for Connection), so I wholeheartedly agree with Marks' point and his criticism elsewhere in the column about the army of social media "consultants" that has swarmed like ants over the landscape, especially since Twitter's launch in the spring of 2006. From what I've seen, far too many of those consultants are nothing more than marketing hacks trying to foist the same old crap on people using these new tools. That just won't work.
The awkward ‘brought to you by‘ conversational tone of past generations of TV is increasingly being mirrored by ‘trying to hard’ social media mavens butting into conversations within social media technologies. I’m not even going to address the nonsense being peddled under the rubric ‘branding’ recently.
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