We seem to agree we’re amidst a revolution. It’s a freeform free-for-all where everyone is welcome to share, express, create, discuss, insult, compliment, and gossip. “No longer will we be held prisoner by the tyranny of mass media!” we cry. From now until forever, we’ve vowed to create our own communities, to reinstate and descend upon the marketplace of yore, and to scare the agenda-setting broadcast dimwits from their 77th floor cubicles all the way to the unemployment office down the block.
And for now, the movement is winning. But on its way, did it board the Cluetrain or slide down The Long Tail?
CONVERGENCE/DIVERGENCE
True to its freewheeling form, it did both. On the surface, we converged—we’re all digitally connected, and for many, the Internet that binds us lives in our pocket 24/7/365. But along our way to this universal and democratic online existence, we formed our own boundaries (that are probably more secure than those between some countries). We’re far more segmented than we’ve ever been before, so I wonder: are we truly discussing and collaborating with each other like we promised, or have we simply deepened the disconnect between us?
JUMPING MEDIABEANS
I’m a huge Social Media Enthusiast. For individuals—and, when used correctly, businesses—it’s incredibly useful and frequently fun. But as the tools and tactics we use online develop and grow, I’m interested to see what happens to our cultural dialogue now that it’s easier than ever to tune out what we don’t want to hear.
Critics would have us believe that the new media revolution has simply given birth to a meaningless a chorus of talking heads (or, perhaps, a collection of jumping media beans). I strongly disagree: new digital tools are indeed facilitating connections, dialogue and thought—and just as importantly, purchases. But it is a challenge to see through the clutter of “the revolution” and talk about how real people use the tools, as well as remember that most people don’t view them as tools at all.
BEHIND THE MOUSECLICK
Aspiring (that’s me) and accomplished marketers alike can’t stop talking about leveraging and measuring the social sphere. That’s great, and we should. But remember, this was and is a revolution of the people. On my little mediabean, I hope to highlight the human behind the mouseclick: what they’re thinking, how they’re acting, and why I think we should give a damn.
