in T'interwebs

e-Consultancy post: ” Web 2.0 needs to lose the social software thing, please “

Web 2.0 needs to lose the social software thing, please | Internet Marketing News and Blog | E-consultancy.com

Interesting post on the vibrant e-consultancy.com blog by Gareth Knight. Gareth’s tired of the obsession with ‘add a blog’ or a ‘social dimension’ to software when there’s so much more to Web2.0 than that. He says:

I wonder if this is because the people who drive solutions to business problems are the managers and CEOs, whilst the people that create and implement new technologies are techies who are scratching an itch they have for something that they can’t already do. The techie is motivated by challenge, whilst the manager is motivated by ROI – simple paradox, but this I think is what is underscoring the situation at the moment.

While I share some of the frustration at oversimplification, I don’t accept the characterisation of the problem. My comment, on their site, reads:

Nice post, however I don’t think that the proposed Dilbertian opposition (ie marketing and CEO woofties versus the Grand Viseors of Truth, technochrats etc) is correct.

Rather I think we’re seeing the latest (but not the last) incarnation of a twofold fascination: 1) human beings desire to communicate with/at others; 2) human beings obsession with commenting on 1.

You could replace “social software” with “My Home Page”, website, instant messenger, texting, the first wave of business flirting (Friendster, Orkut, Ryze), self-promotion (ecademy, linkedin) and now Bebo and MySpace.

All of the systems, ironically, are proxies for human contact so – here on e-consultancy – I’m predicting that we’ll move beyond ‘proxy contact’ for Web3.0 and have truly social approaches. I’ve applied for a bizmeth patent and will be marketing this revolution under the SayingHello i’theStreet [tm] brand. You never know – could work!

In the meantime all of this pseudo-social communication/broadcast/posting activity (more heat than light, even on a good day) simply gives tired brands the veneer of communication and engagement. The real question for brands is how to distinguish substance from form and to engage in a dialogue with customers. To miss this opportunity is to demote a customer into a ‘purchaser’, with all of the consequences for business sustainability that entails.
Posted 22:10 14 Sep 2006 by Ian Jindal

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