{"id":4593,"date":"2013-01-04T05:00:14","date_gmt":"2013-01-04T05:00:14","guid":{"rendered":"http:\/\/www.thesocialcmo.com\/blog\/?p=4593"},"modified":"2013-01-04T05:00:14","modified_gmt":"2013-01-04T05:00:14","slug":"the-decline-of-machines-why-social-media-is-not-technology-and-vice-versa","status":"publish","type":"post","link":"https:\/\/www.thesocialcmo.com\/blog\/2013\/01\/the-decline-of-machines-why-social-media-is-not-technology-and-vice-versa\/","title":{"rendered":"The Decline of Machines \u2013 Why Social Media is not Technology and Vice Versa"},"content":{"rendered":"

Originally posted at Collective Bias Blog<\/a>\u00a0<\/strong><\/em><\/p>\n

by\u00a0John Andrews<\/a><\/p>\n

Most of today\u2019s senior business leaders and marketers developed much of their perspective during the dot com boom of the late 90s and early 2000s. It is little wonder then that when approaching social marketing the solution for most folks is rooted in technology. \u00a0The same with most start-ups that are still pursuing the model of aggregating a huge audience, using \u201cBig Data\u201d to spot patterns of groups and selling ads. People buy more stuff and we get a ridiculous valuation.<\/p>\n

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\"The problem is, this is the exact reverse of the promise of social media, it\u2019s social, get it? \u00a0Human\u2019s need to be more involved, not less. \u00a0Enterprise solutions that promise to manage customer relationships across social platforms are simply modified CRM systems that extend the spamerriffic effect of email carpet bombing to social sites. \u00a0Yes, Banana Republic, I know you have some amazing sale every day but the combination of a daily email and the inability to escape despite multiple unsubscribes actually decreases my interaction with ALL email, did the algorithm predict that? \u00a0A person who actually thinks as a customer and spends most of their time interacting with customers would.<\/div>\n
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Here\u2019s the thing,\u00a0Social Media is a relationship proposition, not a direct response vehicle. \u00a0<\/strong><\/div>\n
Late last night I received a text link to an article titled\u00a0Less Silicon, More Carbon<\/strong><\/a>\u00a0from our Senior Advisor, Kate Berg, reinforcing a conversation we have shared over many months. \u00a0This theory has been furthered by Collective Bias\u2019 journey through the capital raise process and\u00a0reinforces a conversation shared with Ted Rubin during our early morning walks when traveling together.\u00a0We\u2019ve had countless hours of discussions with venture capitalists and investment bankers that ultimately lead to a central question; \u201cHow can you use technology to scale and protect your model from competition?\u201d \u00a0This inquiry has caused me to think deeply about the future of the industry. \u00a0What is the right blend of people and machines?<\/div>\n
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Today, Collective Bias is seeking to understand this media marketplace like many others. \u00a0Our fundamental belief is that people have to be at the center of the new media equation, not technology. \u00a0We employ tech to do jobs that help broadcast and syndicate the content produced by our Social Fabric community or somehow makes their job easier. \u00a0We are also making heavy investments in measurement and analytic technology to better understand how an audience is interacting with content and the overall effect that has on the relationship and loyalty a consumer has with a brand or retailer.<\/div>\n
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Over the next couple years, technology will play a more important role as the volume of content we manage grows, but the need for people to be in control of and influence the production, quality and connective tissue of our media will be what creates the true value.<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Originally posted at Collective Bias Blog\u00a0 by\u00a0John Andrews Most of today\u2019s senior business leaders and marketers developed much of their perspective during the dot com boom of the late 90s and early 2000s. It is little wonder then that when approaching social marketing the solution for most folks is rooted in technology. \u00a0The same with … Read more<\/a><\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[137,7],"tags":[1458,1184,587,1413,1691,1692,1807,1693,1694,1808,1809,3],"class_list":["post-4593","post","type-post","status-publish","format-standard","hentry","category-all-posts","category-tedrubin","tag-tedrubin-2","tag-collective-bias","tag-content-marketing","tag-featured","tag-shopper-marketing","tag-shopper-media","tag-social-advertising","tag-social-shopper-marketing","tag-social-shopper-media","tag-tech-design","tag-tech-stats","tag-ted-rubin"],"_links":{"self":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/4593","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/comments?post=4593"}],"version-history":[{"count":6,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/4593\/revisions"}],"predecessor-version":[{"id":4600,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/4593\/revisions\/4600"}],"wp:attachment":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/media?parent=4593"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/categories?post=4593"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/tags?post=4593"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}