One of the main tenets of Social Media was the reality that brands could join a conversation (to quote my good friend, Joseph Jaffe), but by the looks of things there aren’t really any conversations happening at all.
Mitch Joel, from: http://www.twistimage.com/blog/archives/the-end-of-conversation-in-social-media/.
I’ve been thinking this for a while subconciously, and wondering if it was just that I couldn’t make my conversations scale beyond the actions of one or a few individuals. But it seems like the issue of ‘conversation’ vs. ‘noise’ might be universal – one only has to look at the multitude of inane comments and “trolling” on YouTube to wonder, is this the best the web has to offer? We know that’s not true. When social media thinkers such as Mitch Joel talk about this lack of conversation, there’s an additional legitimacy.
But as a company attempting to engage with people on a more personal level, what other options are there? Because it’s easy to return to the ‘broadcast’ model as a marketer when there’s no conversation anyway.
I tell people that digital media is still new, and there’s no roadmap – both a blessing and a curse. I’m slowly experimenting and building strategies that work, though. And that’s all I can really ask for.
