Why Social Media Sucks
by Josh Bernoff
(Republished from my Ad Age Digital Next contribution.)
As I speak with companies that want to engage with their customers in the online, social world, I continually find people confused -- as soon as they begin talking about "social media." The reason is the baggage that comes along with the word "media."
Media is something that media companies control, and media is overwhelmingly one-way. The online social world is about as two-way, multi-way, any-way as it can be. Nobody controls it, not even Facebook, which found it can't even change its own terms of service.
Media is something you can advertise in, in most cases. While you can advertise in social networks, that is the least interesting use for them.
Media is something people spend time with. So are online social interactions. That's a pretty tenuous reason to call it media.
Here are some words you can use to think more clearly.
If you want to refer to the whole world of people connecting and drawing strength from each other online, you can call it the Social Web, or the Social Internet. (Or you can call it the groundswell, if you wish.) This would include huge sites like MySpace, communities, YouTube, the blogosphere, and so on. (You could call the whole thing Web 2.0, but people often see this as referring to a set of technologies -- not the best way for advertisers to focus -- and doesn't get directly at the people-to-people aspects. The same applies to "social computing.")
If you want to build an environment where consumers or other customers connect with you and each other, call it a social application. This could include a community, a user-generated content site, or even adding ratings and reviews to your site. By calling these applications, you remind yourself that (1) it's going to take some effort to build it right, and (2) people will interact with it. And you may even remind yourself that (3) it could last a long time, rather than coming and going quickly as advertising campaigns and media do.
If you're going to participate in a big social site (Facebook, MySpace, even Twitter and YouTube fit this definition), call it a social network site (or just a social network, for short.) And you're often better off with a channel, or a profile, or an identity, than an ad in this environment, rather than an ad.
But no matter what you do, the sooner you stop thinking of the Social Web as media, the better off you are.