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Book Outakes

When one writes a book, there's often material that is edited out, and doesn't make the final cut. This can happen for a number of reasons that have nothing to do with the quality of the culled text, or sometimes, it indeed is that the text just doesn't "cut it".

In this section you will find segments that in all probability will not make it into "Giving The Business To Social Media - Hype, Hope, Bust Reality.

As material removed from the book, you may find various grammatical errors, or other goofs, since they are unedited.

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MicroThoughts

Best Practices In Social Media? Fergetabatit

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MicroThoughts

Most regular people don't have the time or inclination to read post after post, article after article telling us how to use social media to accomplish business goals. As a result most don't realize how poor and conflicting the advice is. For example, did you know that the key top business success in social media is content (how old fashioned)? No, wait. The next post on the same site says the key is relationship building one by one, while old Guy whatshisname says "No, no, it's all about the follower numbers, forget quality or relationships -- automate."

Is this significant? All the contradictions? You tell us. Who do you listen to? Is there any point to talking about best practices? Worse, could it be that they're all making things up?

Myth of Consumer Empowerment

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When you see someone expounding on how social media is empowering the consumer or shifting the power balance, you can be sure that the person understands NOTHING about power and influence. It's illusion based on false idea of how things change via use of power. Individuals have no more power than they ever had to affect things, and collectives (groups) only have power if they can be made to act in concert in the real, not virtual world.

It's Not WHAT is said, but WHO Says it

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Watching hundreds of retwitterations of Godin/Solis every day, and what strikes me is that a lot of the quotes people resend are lacking in thought, insight or are incorrect. NO thought on part of readers, just blind clone - new social dittohead behavior. Not to say these fellows don't say good stuff, but just that they could be completely wrong, and everyone would still applaud.

Sex and social media

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You probably don't believe that sitting at a computer "having sex" with someone sitting at his/her computer is as good as face-to-face...er...engagement. So why would you believe that customer service that involves one person at one computer and another at another computer is as good as two people actually engaging in person? Both mediated sex and mediated communication are not the same as the non-virtual ones.

Media:

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Mediated communication refers to any communication between two people that has, as the carrier of the message, a technology (ie. computer, social media platform software). The more technologies and pieces that mediate communication between two people, the more distortion will occur as a result. Also the more complex the mediating technologies, the more chance of distortion.

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