Practice what you preach
Filed under: Community, New Media | Tags: Brand, Collaboration, Conversation, Marketing, New Media, Online Communities, Social Media, Web 2.0 |
When I attended Graduate school at USC I started to go through the steps of having my thesis published, mostly because I thought it would bring me fame, fortune, and a great job. (Clearly I had no concept of how many people actually read a thesis. For those of you in Graduate school, it’s about as many people as you have fingers on your hands. Advisor, parent(s), significant other, editor, and maybe a roommate).
Midway through the submission process I stopped because I realized I was losing my mind, and publishing my thesis on paper didn’t really embrace what I had written. My thesis was on User-Generated Content and Viral Media, and it’s Impact on Broadcast and Marketing. I was committed to the fact that the topic was changing, so the medium should be changing. (In retrospect, that’s oh so McLuhan of me).
So, instead of publishing my thesis to a scholarly journal, I posted it to a Wiki page, with the hopes of going back and editing the page as the industry changed. For a brief period of time I did– I made minor changes, treating my thesis like a living document. I also learned that theses are not particularly suited for the internet, and I should have taken McLuhan’s message a step further. I should have posted a summary, but that’s beside the point.
I suppose it’s this series of events that has prompted me to write this post, regarding a SocialCorp’s recent announcement that their book, “Social Media Goes Corporate” is now available on Amazon’s Kindle. (Preview it on Amazon now) Sure, it’s now available in several formats, including ebook, PDF, paper, and on Kindle, but aren’t they missing one major area: Social Media?
Shouldn’t SocialCorp have practiced what they preached and implemented bits of social media into their marketing and PR tactics? Created an online community for their book, aggregating the reviews, inviting adopters to come in and provide testimonials?
A quick Google Search shows that there are already plenty of people talking about their brand and their product. Why, if they’re the experts in the field, are they not embracing this and channeling it all into one giant social resource?
For me, the biggest testament of whether or not someone is legitimate is whether or not they practice what they preach. You’re almost there– just take it that next step to show us what you know, instead of just telling us.
UPDATE: After reading Joel’s comment (below) and responding, it’s come to my attention that my post isn’t 100% clear. My qualm isn’t with the content of Joel’s book– in fact, I think Joels’ book does a great job of tackling Social Media in a Corporate setting. Instead, my concern was over the way in which the feedback was aggregated. At no point did I doubt that Joel and his team did the necessary research, worked with the tools, or “got their hands dirty” in Social Media. I’m a firm believer that they get it. Instead, my concern was with, as I said, channeling it all into one giant social resource and creating a hub that is the “go-to” for all things SocialCorp.
Here, they could bring in all of the personal reviews, professional reviews, testimonials, and even create a private section for people who actually bought the book to discuss their own implementation and practices. This would also provide a great springboard for Joel for his next book as his future case studies could be, and would be, taking place right in front of him.
So my apologies to Joel and his team– by no means am I doubting your research or methodology. Instead, I was just hoping to see you transform your book into more of a living, breathing document: a community.