In 1964, Beat Generation poet and then newly-crowned author du jour Ken Kesey packed a merry band of friends into a van and led the group across the U.S. en route to the New York World’s Fair. Tripping on LSD most of the way, the Merry Pranksters set out to enlighten America. Incredibly, though stopped by police on several occasions, according to a new documentary film about the journey called Magic Trip: Ken Kesey’s Search for a Kool Place, they were never arrested. Kesey’s friend Neal Cassady, who was the inspiration for Jack Keroak’s On The Road protagonist Dean Moriarity, drove the bus and would fast talk his way around the law enforcement officers.
Remember, this wasn’t deep into the hippie era in the U.S. Some would argue this particular bus trip was the first real exposure to what hippies would become that much of America had ever seen. So when the police pulled the bus over, there wasn’t an automatic level of suspicion about pot or LSD or kids doing drugs. Besides, LSD was still legal then. The bus occupants were an eclectic bunch from California armed with movie cameras. “We’re making a movie,” was probably all the excuse Cassady needed to use to get around many unsuspecting law enforcement officers in that era.
Similarly, when social media’s early pioneers, only a few of whom I suspect of illegal drug use (joke), stood on their virtual pedestals and preached on and on about how the new world of marketing was all about conversation and engagement, many of us were razzle-dazzled by the potential of fulfilling the Cluetrain vision. Brands could become one again with the people. Perhaps even get on a bus, drink drug-laced Kool-Aid and enlighten the world.
While I didn’t live through the 60s, my parents were in the middle of it. Perhaps I am a direct result of them. Still, I wasn’t there. It’s hard for me to opine on what did or did not happen and why. But taking the pragmatists view that the grand bus trip that was the Beat and Hippie Generations was less about enlightenment and more about getting high, one can see the world of social media as less about enlightenment and more about playing online all day.
Okay, perhaps I’m being a bit snarky.
Like the police officers duped by Kesey’s merry band of Beats, businesses from the initial inklings of social media’s priests and prophets until recently have failed to see through the bullshit. Engagement, conversation, listening … all well and good, but where’s the other half of the equation? Where’s the money? Where’s the revenue? Where’s the business?
Certainly, there are dozens of companies who have seen the light, or gotten lucky with the opportunities, and have recorded social media successes. The Dells and Southwest Airlines of the world are to be commended for early adoption and visionary activation. But the vast majority of businesses are better trained cops. They still see social media as bullshit.
If only someone could convince business owners, small and large, marketing managers and the like that when you add the word “marketing” to the phrase “social media” it is not only about conversation and engagement, but also about business, the industry could continue to grow, perhaps more rapidly. Erik Deckers and I have (humbly) tried just that with our upcoming book No Bullshit Social Media: The All-Business, No-Hype Guide to Social Media Marketing . In it we recognize the genuine and genuinely accurate recommendations of the purists. But we also see through the fast-talk, smoke screen.
It’s not about playing online all day. It’s not a virtual commune where we all get enlightened. It can be a market. And goods and services can be bought and sold there. Companies are welcome, but if they play by the rules of the road, as it were.
For many of the puritanical themes, Erik and I spot the bullshit. In order to help you do the same with the consultants, agencies and experts you’re dealing with as you navigate the road of social media enlightenment, here are some warning signs you might have a bullshit artist at play:
10 Ways To Spot The Bullshit In Social Media Vendors
- It only takes them 15 seconds of the first answer to mention Twitter.
- They talk continually about “conversation” “listening” and “engagement” but never define what those are or what it means for your company to practice them.
- They fumble around, covering their tracks with ministerial-type rants about customer service when you ask them how social media can drive revenue.
- They talk about “the rules” of social media marketing.
- They only produce case studies everyone knows — Dell, Southwest Airlines, Comcast — and can’t cite local or small-business case studies readily.
- Their references don’t include businesses they’ve activated a social media strategy or tactic for.
- They talk of “building community” but focus the conversation on social networking software (Ning, Jive, etc.) rather than communications strategies that will foster community among your customers.
- When you ask about your website or search engine results they say neither have anything to do with social media.
- When you ask how they do market research they answer, “I use Google.”
- Just as you get to the desire to reduce customer acquisition cost, their eyes glaze over and the check their phone for messages.
We’re sure you have more ideas on how to spot the bullshit. The comments are yours.
For a free chapter of No Bullshit Social Media, jump over to the book website and download away! While you’re there, be sure to pre-order your copy at Amazon, Barnes & Noble, Books-A-Million or Que Publishing.
And order a couple extra for those bullshit-sensitive friends and clients. We’d be honored if you did.
Your pre-orders should arrive in late September.
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