Social Cache.
A Nemo blog. Dealing with uncommon cents.

Palenists photo by ahockley

On Thursday June 4th here at Nemo we hosted a discussion in partnership with Group Y, with the tongue-in-cheek title Who Killed Social Media. [Audio stream of the event is here.]

The panel comprised of myself, Dave Allen (@DaveAtFight : Fight – [Update] Co-Founder, Fight LLC : James Todd (@jwtodd : twine.com) – Software Engineer at Radar Networks, for Twine, Matt Savarino (@Ridertech : ridertech.com) – Lead Information Architect at K2 Sports and creator of Ridertech, Lee Crane (@leecrane : leecrane.com) – an action sports online veteran along with Tony ‘Frosty’ Welch, Web, Community and Social Media Strategy Personal Systems Group at HP, Community Manager for theNextBench.com (@frostola : frostyland.com). The panel was moderated by Marshall Kirkpatrick, VP at ReadWriteWeb (@marshallk : readwriteweb)

We had a very lively discussion based around my belief that the term ‘Social Media’ is best left for marketers to use as they mistakenly consider social media a sales ‘channel.’ I prefer to think about the ‘Social Web’ starting with the premise that anyone who opens up a browser is participating in it. It is no longer about platforms such as Facebook or MySpace, it is not about confusing Twitter as a social network, it is about how Reputation Management is now critical and necessary and also how you handle your brand’s ‘Experiential Awareness’ as I call it. Google is moving into the social web space – as Frosty notes in a follow up post after the event: “You may ask yourself why Google has decided to add more weight to the social web. The answer in my opinion is that they realize that when a viral event is happening, people aren’t using Google to find out about it. Instead they turn to the searches on Facebook, Twitter, Digg and YouTube.”

A glaring example of what people are saying can be found by looking into the eMusic fiasco. I believe that the firestorm of criticism that eMusic came under from its subscriber base could have been avoided entirely if the company had simply taken out an insurance policy in the form of a Community Manager. Think about that next time you try to persuade reluctant executives that Community Manager is a real job, and if they still baulk tell them its not a salary but a business expense – online community insurance! eMusic failed at Reputation Management on the Social Web. I sensed that the audience in the room resonated with the idea of insurance – especially post the Dominos pizza melt down.

The most contentious point of the night, one that caused audible groans in the audience, came from Frosty – “SEO or SEM, in my opinion, will be dead as you know it within 6 months.” It was a powerful statement that he backed up later in a post – “I didn’t make this statement for a wow or shock factor, but because it’s something I believe. Also I don’t believe its a new revelation. If you keep up with Steve Rubel (@steverubel : Micro Persuasion), Jeremiah Owyang (@jowyang : Web Strategy) and others, you can see where the social web is heading, and what impact it is going to have. Especially on search.”

Clearly Frosty has opened the bottle and the genie can’t be put back in. Read all of his thoughts on the subject here.

More links:
Semantics Killed Social Media
Social media kills SEO
Transcript of the Panel

Search the thread on Twitter: #whokilledsm

Tags: eMusic Fiasco, Experiential Awareness, Group Y, NemoHQ, Reputation Management, SEM, Semantic Web, SEO, social media, Social Web

This entry was posted on Sunday, June 7th, 2009 at 12:23 pm and is filed under Blogging, Nemo Design, Opinion, Portland. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.