The Social Media Fallacy

by David Spark on July 27, 2008

Last week I gave a short presentation to the SVAMA (Silicon Valley American Marketing Association) about “The Social Media Fallacy.” I argue that the way social media has been sold to us through the general media and social media consultancies is false and misleading. The big story that’s constantly sidestepped is that social media should first be about creating great editorial content and then distribution (social media).

I put together this short (6 min) Slideshare presentation to debunk the traditional way social media is being sold and offer a more sane and logical approach to developing industry voice to grow your business.

On July 28th, 2008, Slideshare featured this presentation on the homepage.

I’m interested to know your opinion. Do you agree/disagree this is how it’s being sold and do you believe/not believe that the social media evangelists are sidestepping the issue of content?

  1. The fallacy of requesting a “viral” campaign. You need to interest and then engage.
  2. CMO Club May '08: lead generation, social media, and redefining the role of marketing
  3. Enterprise 2.0 Conf: Creating a socialization plan for deploying social media in the Enterprise
  4. Enterprise 2.0 Conf: Social Network Shoot Out
  5. PCWorld article: Get up and running with business social networking
  • http://buzzmarketingfortech.blogspot.com Paul Dunay

    BRAVO David!

    Totally agree with you – putting content first is the best way to put social media to work for you. But not just any old content for content sake. You need compelling content that interests people.

    As I have been saying alot internally (and on my blog too) – Don’t interrupt what people are interested in BE what people are interested in!

  • David Spark

    Thanks Paul. I like that line. “BE what people are interested in.” I’ll quote you. :)

  • http://www.matteosdc.com/blog/ matteo

    Hi David,

    Great presentation! I discovered your post while I was reading Mike Manuel’s blog and yours it really worth reading/listening…

    I would just like to underline the value of integraition of “traditional” and “new” channels by developing crosmedia messages.

    This goal I think works very well with your idea to “focus on message, not medium”.

    Ciao!
    matteo

  • Pingback: FOCUS ON MESSAGE, NOT ON MEDIA | S.T.

  • Ray

    The video was okay, I guess. But there were way too many Asians in it. But that’s just me. I could say the same for the rest of the world for that matter — too many Asians. That’s not your fault though… Or is it?

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