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Social Media Is NOT Media

Posted By Jeffrey Eisenberg On November 18, 2008 @ 12:29 pm In Social Media | 33 Comments

[1]We’ve hated the name, but loved the medium, all along. It’s social but it’s not media!

Bryan wrote in Understanding and Aligning Social Media [2]:

“The biggest problem I have with the term “social media” is that it isn’t media in the traditional sense. Twitter, Facebook, LinkedIn, and all the others I don’t have the word count to mention aren’t media; they are platforms for interaction and networking. All the traditional media — print, broadcast, search, and so on — provide platforms for delivery of ads near and around relevant content. Social media are platforms for interaction and relationships, not content and ads.”

We’re not alone in saying it. Ted McConnell, General Manager-Interactive Marketing and Innovation at Procter & Gamble Co., was quoted in AdAge [3] from a talk to the Digital Non-Conference, a program by Cincinnati’s Digital Hub Initiative presented by the Ad Club of Cincinnati:

“I think when we call it ‘consumer-generated media,’ we’re being predatory,” he said. “Who said this is media? Media is something you can buy and sell. Media contains inventory. Media contains blank spaces. Consumers weren’t trying to generate media. They were trying to talk to somebody. So it just seems a bit arrogant. … We hijack their own conversations, their own thoughts and feelings, and try to monetize it.”

“You can do really amazing things. But I’m not so sure I want to be targeted like that. … I don’t think everything every consumer says to someone else and writes down is somehow monetizable by the media industry.”

Thanks for saying that Mr. McConnell!

Building and deepening relationships is hard work, just ask Mack [4], not simply something you can buy like media.

We can’t change the name at this point but what can we do to give companies more realistic expectations?


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URL to article: http://www.grokdotcom.com/2008/11/18/social-media-is-not-media/

URLs in this post:

[1] Image: http://www.grokdotcom.com/wp-content/uploads/2008/11/media.jpg

[2] Understanding and Aligning Social Media: http://www.grokdotcom.com/2008/11/07/understanding-and-aligning-the-value-of-social-media/

[3] quoted in AdAge: http://adage.com/digital/article?article_id=132606

[4] just ask Mack: http://moblogsmoproblems.blogspot.com/2008/11/social-media-is-lotta-damned-work.html

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