20 Replies to “Georgetown Lecture: Social Gets Bigger and Blander”

  1. (1) I’d like a broader discussion of “blander.” Do you mean that “discussion” is blander because the roads are more well defined? I would like to see a bigger think here; e.g., a clear comparison to a more exciting past, or a clear trajectory and cause of “bland” argued for. Does corporate = bland?

    (2) More highlighting of seeming paradoxes, e.g., an overall “bland” trend v. creative use of niche networks.

    (3) “mobile = simpler but more thoughtful entry point than writing a blog post.” this is a very intriguing thought. Would like to hear more.

    (4) Where is creativity in all of this? Sounds like you are saying: here are the roads that are paved. Here are the ones being built. To what extent will those students be constrained by this interstate highway system (versus the open road of a few years ago)? What can they do creatively with these tools?

    1. Yeah…agree! “Blander” is a horrifying word to negate the hard work we’ve put into social media to integrate it as part of the marketing mix. Why bland, anyway?

      If you’re a small business, you have more opportunity to play with the big guys; maybe not for that level of budget, but certainly to level an aspect of the playing field with nimble and relevant content that speaks directly to an audience?

      For a PR person, this remains one of the most exciting times to be in this business. Social media is still new to so many companies that have no clue how to integrate or determine ROI.

      1. Bland to me is that it’s not new. For example, with Pinterest even repinning, commenting, sharing, building boards really harnesses the same principles we have learned elsewhere. I don’t see great innovation in a how to engage people from a community management standpoint or to build calls to action for ROI. That’s just how I feel about it.

        I do see how if you are a small business person or a communicator how it is exciting to be able to build your own constituencies.

    2. Thanks for reading the post and taking the time to comment. I responded to both you and Jayme on the bland thing, re 1).

      On 2) A new network doesn’t mean that commenting, liking and resharing are new. It’s like learning a different car, it has everything in different places, but it still drives in the same kind of way. At least that’s how I see it.

      3) I wrote a a series of posts on this over the past year. Here’s the one on multiscreen impact: https://geofflivingston.com/2012/07/25/multiple-screen-impact/ I hope that offers a good start!

      4) Creativity is the art of marketing, no? I think afterall the research, measurement, understanding of tools and general data, what we do with it is the differentiator… The creativity if you would.

      BTW< I did write a post on the homeless thing.I am waiting for the right time to post it Promise to give you a heads up when I do.

  2. OK, I think you just outlined my near entire prez to the University of Tennessee in October; thanks for that!!

    Meanwhile, a thought for you…don’t forget to put yourself in the shoes of the audience with whom you’re trying to engage — whether it’s social customer service, social business or social marketing. What are the pain points? What content marketing strategy should you implement to feed the queue with relevance AND authenticity.

    1. Totally agree, it should always, Always be about the customer/stakeholder! Great reminder, thank you!

  3. I think you just hit the nail on the head. The fragmentation will only continue and grow more so as the technology continues to advance. It is one of the most exciting aspects of social media, and it’s why I prefer the term social business – at least if you’re not approaching it as a shiny new toy – which it isn’t any more.

  4. I’m an MBA candidate at Georgetown and I’ll be there tonight. Really looking forward to it, especially after reading this. One thing I’d love to hear more about: in our last session Prof. Lynn suggested that Facebook has few worries for the future– with so many users, it has every ability to stay at the top of the social media pile. I saw one of your recent posts that said that Facebook is likely to go the way of AOL. I think our class would be really interested to hear that perspective. Thanks so much for coming! Looking forward to it.

    1. Crap! Just getting this. I hope your questions were answered sufficiently, I did address this a bit, but not in full…
      Let me know and thanks!

  5. Dude is this your next book? LOL

    Amazing data very impressive stuff. Thank you for sharing.

    I was just thinking recently my interaction with brands via social is at an all time low. Wonder if others are experiencing the same?

    1. Hay, my next book is likely to be a self published novel, but we’ll see…
      I am sure you are right, everyone is done talking with the Gecko, there’s nothing exciting about that!

  6. I like this as almost an aside: “(Marketing automation) in turn requires a significant time investment…” Yep, signing up for Salesforce is NOT the end to all your problems. :-)

  7. Thanks for sharing these lecture notes, Geoff. As someone who just graduated University last year I’m highly envious of the students you’re speaking to for being able to take such a fascinating class. Not to mention the pleasure of having you as a guest speaker. I hope it went well!

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