Comments on: The Continuum Theory of Social Media http://dannybrown.me/2009/03/12/the-continuum-theory-of-social-media/ The Human Side of Media and the Social Side of Marketing Sun, 12 Feb 2012 04:54:10 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Ways to best use social media | Marty Thornley http://dannybrown.me/2009/03/12/the-continuum-theory-of-social-media/#comment-52349 Ways to best use social media | Marty Thornley Wed, 24 Aug 2011 21:01:38 +0000 http://dannybrown.me/?p=4638#comment-52349 [...] recently had an interview with Tom Cunniff. The idea was The Continuum of Social Media. Being a physics geek, I had to check out anything with the word Continuum. The basic idea was that [...] [...] recently had an interview with Tom Cunniff. The idea was The Continuum of Social Media. Being a physics geek, I had to check out anything with the word Continuum. The basic idea was that [...]

]]> By: The Continuum Theory of Social Media—-Wang Yan « jecgroup http://dannybrown.me/2009/03/12/the-continuum-theory-of-social-media/#comment-46188 The Continuum Theory of Social Media—-Wang Yan « jecgroup Tue, 24 May 2011 13:32:29 +0000 http://dannybrown.me/?p=4638#comment-46188 [...] the link is http://dannybrown.me/2009/03/12/the-continuum-theory-of-social-media/ [...] [...] the link is http://dannybrown.me/2009/03/12/the-continuum-theory-of-social-media/ [...]

]]> By: The Continuum Theory of Social Media « i C P G http://dannybrown.me/2009/03/12/the-continuum-theory-of-social-media/#comment-2789 The Continuum Theory of Social Media « i C P G Mon, 16 Mar 2009 14:54:07 +0000 http://dannybrown.me/?p=4638#comment-2789 [...] I posted my Continuum Theory of Social Media. [...] [...] I posted my Continuum Theory of Social Media. [...]

]]> By: Marty Thornley http://dannybrown.me/2009/03/12/the-continuum-theory-of-social-media/#comment-2699 Marty Thornley Fri, 13 Mar 2009 20:43:59 +0000 http://dannybrown.me/?p=4638#comment-2699 Absolutely agree, Danny. Although I have to admit I like a good mashed potatoes, jelly, chocolate and raw beef sandwich once in a while. I have continued to think about this post after leaving my initial comment and had to write out some ideas of my own. Too much to fit here. If you're interested, you can see my post here: <a href="http://martythornley.com/2009/03/the-spectrum-and-spiral-of-social-media/">The Spectrum and Spiral of Social Media</a>. I'd love to hear your thoughts. Absolutely agree, Danny. Although I have to admit I like a good mashed potatoes, jelly, chocolate and raw beef sandwich once in a while.
I have continued to think about this post after leaving my initial comment and had to write out some ideas of my own. Too much to fit here. If you’re interested, you can see my post here: The Spectrum and Spiral of Social Media. I’d love to hear your thoughts.

]]> By: Danny http://dannybrown.me/2009/03/12/the-continuum-theory-of-social-media/#comment-2698 Danny Fri, 13 Mar 2009 16:47:23 +0000 http://dannybrown.me/?p=4638#comment-2698 It's all about tailoring your approach. We've used market research for years to great effect - why would that stop because of a new business tool? Until that one-size-fits-all approach is proven as being successful (which I'm doubtful of) then we can't pigeonhole everyone into the same categories. You wouldn't put mashed potatoes, jelly, chocolate and raw beef on the same dinner plate. So why do we expect that different mixes will be useful under one banner? It’s all about tailoring your approach. We’ve used market research for years to great effect – why would that stop because of a new business tool? Until that one-size-fits-all approach is proven as being successful (which I’m doubtful of) then we can’t pigeonhole everyone into the same categories.

You wouldn’t put mashed potatoes, jelly, chocolate and raw beef on the same dinner plate. So why do we expect that different mixes will be useful under one banner?

]]> By: Marty Thornley http://dannybrown.me/2009/03/12/the-continuum-theory-of-social-media/#comment-2693 Marty Thornley Fri, 13 Mar 2009 07:20:04 +0000 http://dannybrown.me/?p=4638#comment-2693 I think this is a great distinction to make. Sometimes we hear talk about Social Media with a capital S and capital M as if it is a one-stop answer for everyone, a new source of free advertising. But there is a great difference between the range of applications. While freelancers and small business owners can broadcast a message and start a conversation easier and cheaper than ever before, big companies don't necessarily care about putting money into things and may need an audience in the tens of millions, not tens of thousands. The toilet paper company is a great example, where a big company selling mass products to a mass audience wouldn't be helped by that kind of thing. But, you had a great point Danny about the bad word of mouth that can spread so easily now. Even a large company can fall victim to this if they are not monitoring the conversations that ARE happening. I think the other side to that is that in that case, they get a unique chance to respond directly and engage customers on a personal level. Done correctly, it can help turn that conversation around by talking to the customer on a personal level. A series of bad reviews years ago followed by a press release to answer the charges just doesn't have the same impact. I think this is a great distinction to make. Sometimes we hear talk about Social Media with a capital S and capital M as if it is a one-stop answer for everyone, a new source of free advertising. But there is a great difference between the range of applications.

While freelancers and small business owners can broadcast a message and start a conversation easier and cheaper than ever before, big companies don’t necessarily care about putting money into things and may need an audience in the tens of millions, not tens of thousands. The toilet paper company is a great example, where a big company selling mass products to a mass audience wouldn’t be helped by that kind of thing.

But, you had a great point Danny about the bad word of mouth that can spread so easily now. Even a large company can fall victim to this if they are not monitoring the conversations that ARE happening. I think the other side to that is that in that case, they get a unique chance to respond directly and engage customers on a personal level. Done correctly, it can help turn that conversation around by talking to the customer on a personal level.

A series of bad reviews years ago followed by a press release to answer the charges just doesn’t have the same impact.

]]> By: Danny http://dannybrown.me/2009/03/12/the-continuum-theory-of-social-media/#comment-2690 Danny Fri, 13 Mar 2009 03:15:16 +0000 http://dannybrown.me/?p=4638#comment-2690 Agreed, and one of the reasons I'm delighted he allowed me his time. :) Agreed, and one of the reasons I’m delighted he allowed me his time. :)

]]> By: Danny http://dannybrown.me/2009/03/12/the-continuum-theory-of-social-media/#comment-2689 Danny Fri, 13 Mar 2009 03:14:31 +0000 http://dannybrown.me/?p=4638#comment-2689 That's a good point you make, Gavin. Influencers will only get you so far and if the product sucks, they won't want to tarnish their reputation anyway (unless they're really just money grabbers). If I see one person talking about something, it may be that he or she has some level of power, so I may check it out. Then again, I may not. But if I see a lot of people that I relate to talking about something, I will definitely check it out. To me, that's real influence right there - the trust of my friends as opposed to someone I don't know. That’s a good point you make, Gavin. Influencers will only get you so far and if the product sucks, they won’t want to tarnish their reputation anyway (unless they’re really just money grabbers).

If I see one person talking about something, it may be that he or she has some level of power, so I may check it out. Then again, I may not.

But if I see a lot of people that I relate to talking about something, I will definitely check it out. To me, that’s real influence right there – the trust of my friends as opposed to someone I don’t know.

]]> By: Danny http://dannybrown.me/2009/03/12/the-continuum-theory-of-social-media/#comment-2688 Danny Fri, 13 Mar 2009 03:11:32 +0000 http://dannybrown.me/?p=4638#comment-2688 I think in any business it's always been word-of-mouth that can essentially make or break you. From personal word-of-mouth to bad reviews in papers or trade magazines. The difference now is that a bad review is instantly worldwide and harder to shake. But get it right and it'll spread just as far. I think in any business it’s always been word-of-mouth that can essentially make or break you. From personal word-of-mouth to bad reviews in papers or trade magazines. The difference now is that a bad review is instantly worldwide and harder to shake. But get it right and it’ll spread just as far.

]]> By: Rob R http://dannybrown.me/2009/03/12/the-continuum-theory-of-social-media/#comment-2687 Rob R Fri, 13 Mar 2009 02:59:41 +0000 http://dannybrown.me/?p=4638#comment-2687 As a social media novice, I don't know where I am on the continuum. What I do know, however, is that there are few people who bring the perspective, logic and insight to the subject that Tom does. There are plenty of so-called experts, often with their own agenda, but Tom's clear-sighted point of view is informed by his unique and broad experience. Nice work again, Tom. RR @freshpie As a social media novice, I don’t know where I am on the continuum. What I do know, however, is that there are few people who bring the perspective, logic and insight to the subject that Tom does. There are plenty of so-called experts, often with their own agenda, but Tom’s clear-sighted point of view is informed by his unique and broad experience. Nice work again, Tom.
RR @freshpie

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