Archive for the ‘community’ Category

Traditional social networks fueled Twitter\’s spread

Traditional social networks fueled Twitter\’s spread.

Not particularly surprising, indeed, the opposite, at least for any of us who actually work in the industry and use (and experiment with) social media. The challenge is not exactly to bring in outsiders, so to speak, but rather to retain those who have joined. There are intangibles but they are not by any means unidentifiable nor even that difficult to work with. And there is a literature to this, including early 20th century advertising but very likely antedating it. Still, I tend to believe the modern notion of community depends hugely on the modern notions of nation.

Labour Matters

Labour Matters.

 

I live in Toronto, and it has its problems, most of its own making. One of the interesting things about  it is that there are quite a few smart and enterprising people who have a good sense of what ought to be done to improve the residents’ lives as well as support local small (and probably not-so-small) businesses. But broadcasting the ideas is strangely difficult. It’s one thing to circulate ideas and develop consensus (more or less) among the circulators, but it’s another to move beyond what has turned out to just one of many concentric rings of social discourse. (Digression: Which is why the OWS is so interesting, it ruptures the laminar but isolating circulation of information. Nothing else has done that, recently.) Anyway, the Webzine London Matters does something that I should hope Toronto would, or for that matter any city. It publishes, up front, a positive message of how to fix things awry. Critique–the fun part, of course–surrounds the message. This arrangement alerts the reader that Labour is not only about negative critique with no positive suggestions for how to make things better, but in a way, the opposite. Labour has a specific agenda, and it is and was ready to go, but it is the party in power (nationally, locally) in the UK and London that negates its implementation.

But say that Toronto had something similar–and for all I know, it does, and I’m simply ignorant of it–the message I’d like to see would be one focused on jobs, green energy, urban planning (as in, public transportation and better traffic management, as well as building: the usual). The idea is not just to inform and to open a venue for residents to publish their views (edited, I suppose), but also to rupture the isolation of the circles. Naturally, I’m pessimistic that would really occur–living in the always already is always less stressful than living in interesting times, when anything can happen, even to you.

CMO’s To Increase Spending On Social Media But Integration Still Lacking

CMO’s To Increase Spending On Social Media But Integration Still Lacking.

This does raise the interesting point. How relevant to a campaign is social media, especially social networking? To me, who is both skeptical of and consumed by online social networks, and who has accounts in all the best places (sigh…), to see ads, marketing pitches, etc. in my favorite spaces is simply unwelcome. But those are personal spaces. Suppose we look at something like TirpAdvisor, or any other travel network; even the eBay ones, or, to extend, any of the consumer networks. There, it matters hardly at all, I think, if the network is sponsored by or enabled by a company or group, provided that we, the members, are permitted to post relevant items without censure and to engage in topical discourse without the sense that what we do is purely in the service of the company.

In that case, it makes sense to have a program and campaign. But then, implementing it so that it can be done and done without throwing large amounts of money into a seemingly bottomless pit–only to give up after a short while in disgust….. And it also helps, as with any campaign, to have specific goals and specific boundaries. Otherwise, what counts as “relevant’ and “on topic” and permissible, is nearly impossible to articulate, let alone maintain, and soon enough, the whole point of the effort, to engage a consumer community, is lost.

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