Gary Vaynerchuk has written a timely book, The Thank You Economy, and one that should be read by all CEO's, CMO's, marketers, and social web managers who still believe that social media is a) the new, new thing and b) is merely a sales channel just like TV, print and outdoor. (Yes, I know it's 2011, but some folks haven't been keeping up..)
Here's a paragraph from The Thank You Economy that I can relate to, although I have a minor problem with it which I discuss below:
As good as that paragraph is at explaining Vaynerchuk's POV regarding "social media" versus "media," I would find it hard to deny that our ongoing correspondence across the social web channels can't be described as media. A quick search on the web brings this less than McLuhan-esque definition of media:
In general, "media" refers to various means of communication. For example, television, radio, and the newspaper are different types of media. The term can also be used as a collective noun for the press or news reporting agencies. In the computer world, "media" is also used as a collective noun, but refers to different types of data storage options. For this and many other reasons, it is helpful to have a basic understanding of what the different types of media are.
It's a nuance I know but I sense that he, like myself, would prefer that we just use the term "media" and be done with it.
But Vaynerchuk does strike at the heart of the problem when it comes to businesses grappling with the new medium - there has been a massive cultural and societal shift brought on by the disruptive nature of the platform known as the Internet, upon which sits the applications we know as the Web and Mobile, and there's no going back.
All of which leads me again to this: Since my time with Fight and during all of my time here at North, I have often pointed out that, we don't need to learn digital marketing, we need to discover new markets. I sense that phrase is becoming more true every day, because of the "people in the social graph--the people that are living it," as Vaynerchuk points out. Those people are very savvy and they now have a huge digital bullhorn. We'll continue to hear from them. I recommend reading the book..
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