Friday, December 29, 2006

Social media: Game over or game on?

Steve Rubel at Micro Persuasion has a very thoughtful read: Social Media is No Mo. He‘s declaring that the game is over and that social media has won:

In 2006 all media went social. Pretty much every newspaper, TV network and publication has wholeheartedly embraced these technologies. Newspapers have comments, RSS feeds, blogs, wikis and other forms of two-way communications. TV networks have a presence in Second Life and more. The lines have blurred. Even some of the marketers themselves are producing content that could be called "media."

I think he‘s mainly right, the genie is out of the bottle, and no amount of resistance is ever going to put it back. I‘m less than bullish on his assessment regarding “wholeheartedly embraced“. As we all know, it‘s never about the technologies, but about the people that use them- the wetware. I don‘t think we‘ve seen “adoption“ in the sense that these tools have been accepted or embraced. From my vantage I still see lots of resistance. People say one thing, but when they have the chance to evangelize they do something quite different. Which tells me that they sort of get-it, but not to the degree where they see the futility of their own back-channeled resistance.

At the heart of social software is the element of “trust”. In that regard I don‘t think we‘ve come that far. This is still a game being played in the trenches. We all know this is where the world is headed, but I‘m less than bullish on many of our older more traditional enterprises making the transition. We‘re still in the first quarter. It‘s going to be a rout, but we still have to play the game out.

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