Web Crossroads: Quantity vs Quality

Posted on August 31, 2011. Filed under: Business Strategy, Communications, Human Business, Marketing Strategy, Small Business, Social Media | Tags: , , , , |

Is Social Media at a Crossroad?

Is Social Media at a Quantity vs Quality Crossroad?

For the past couple of months you may have been noticing some posts here complaining about  social media etiquette – lack of it, actually – over-commercialization and inattention to community that was the original hallmark of social media.

These days, so much activity seems to be related to numbers over substance. Get as many followers as possible. Maybe they’ll help you monetize your blog. Maybe you can sell them something right away and get your revenues up. It’s all about me, not about you. Relationship building is going by the wayside.

The counter measure to this phenomenon seems to be happening on Google+. People – mostly online-early-adopter types – are building different kinds of connections. They’re savoring the non-reciprocal nature of the place and experimenting, including communicating interests and passions other than what they share on their existing business and social networks.

Why is this happening? I say that it’s out of a dissatisfaction – and perhaps a fast-cycling nostalgia — for the hopes they saw in social media. Instead of companies getting on board for the journey, their inevitable push for results and ROI is grating against the notion of building trusting relationships that will lead to longer term rewards.

Among other recent blogs I’ve read  expressing this thought, a couple of days ago social media consultant and author Jay Baer wrote a post on his well-regarded blog railing against the expectation that’s been developing that online marketing should be easy and yield instant results. I felt compelled to comment on his post having written with a similar sentiment recently.

Although it’s a young marketing approach, it seems to me that online marketing is at a Quantity vs Quality crossroads. Are you experiencing any evidence of this. This is an important conversation to have and hope you’ll join in.

The image is by Soundlessfall under Creative Commons license.

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