There is a fundamental error happening in “social media”. Rich Segal at YNN in Austin has helped me solidify some deep thinking over the past few weeks.
From Rich’s Facebook feed:
I’ve been doing a lot of thinking lately about advertising, and branding, and brands, and television stations, and warnings, and companies…..and social. So much of this is so plainly trying to fit a square peg into a round hole.
An “old media” kingpin once asked Mark Zuckerberg, “How can I create a big network like you did?”. The reply was, “You can’t.” Zuckerberg explained that groups of people already existed before Facebook. All he did was give them “elegant organization”.
There is something fundamentally wrong when a cottage industry is created to find ways to game the algorithms…until the algorithms change. Fundamentally wrong when we’re expected to shove a message in the face of another person and say, “Look at me!”, and think our message is more important than our neighbor’s. Wrong when the algorithm exists solely to try and serve you what it thinks you want, based on what you told it you want, but what you told it you want, it thinks, isn’t. And wrong when the best advice is, “Create good content.”, and, “We’ve had a lot of luck by running a contest.” (Looking at you third party posting service.)
Yes, one of the reasons we came is to shout into the wind, and on the town square, to see if anyone is listening. The real reason is connection…and being helpful.
The real reason is to find a Forever Home for a dog with cancer, like Rich did.