Social Media Sends Marketing Back to the Future

Below is an interesting video my wife discovered this morning, and it highlights why continuing education through institutions like SMUG is so important. One of the interesting segments says:

The top 10 in-demand jobs in 2010…did not exist in 2004. We are currently preparing students for jobs that don’t yet exist…using technologies that haven’t been invented…in order to solve problems we don’t even know are problems yet.

I don’t agree with everything in this video (for instance, how can they know what the top 10 in-demand jobs will be in 2010?), but in general it’s quite thought-provoking.

[youtube=http://www.youtube.com/watch?v=jpEnFwiqdx8]

Here are a few of the thoughts it provokes in me:

At least half of my job as it currently is structured didn’t exist in 2004. My title is “Manager, Syndication and Social Media.” The syndication part, providing medical news content for traditional media, isn’t new. But being a manager for social media (and the fact that we have a social media team at Mayo Clinic) is definitely a more recent development.

The pace of technological change is amazing, but in many ways it reverses some societal trends. Following widespread adoption of radio and TV (the timeframe of which is mentioned in the video) we entered a mass marketing era. Before that time, we were a society of smaller communities, and word of mouth and localized media were the most important ways of disseminating information. But mass media meant advertisers carpet bombed us with their messages because they could, and there was no way for us to really escape.

While in some ways the era of social media seems to be hurtling us toward a wild new world along with other technological innovations, in another sense it reverses some of those 20th century realities.

It’s never been easier for word-of-mouth messages to be distributed. For instance, I have a few hundred Twitter followers who will get a tweet about this blog post. If some of them decide to retweet it, they may pass it to thousands of their followers. And RSS, Facebook and Friendfeed (to name a few) are other ways the message will get distributed. RSS is the oldest of these technologies, and it first became widely available in 2003.

So with hundreds of millions of people able to make their thoughts potentially available to anyone in the world (for free), and with the social media tools making it easier than ever for friends to stay in touch and reconnect (and for people of common interests to congregate, regardless of geography), the mass media aren’t the only game in town anymore. Which is why we continue to see headlines like this one.

Word of mouth is free. As my friend Andy Sernovitz says, “Advertising is the price of being boring.” Or as Seth Godin puts it (I just downloaded one of his audio books), “Small is the new big.”

And that’s why SMUGgles will be ahead of the game; you’re preparing for and adapting to the changes that are happening, and seeing how these new tools can help you solve the problems you face in your work.

What thoughts does this video provoke in you?

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RAQ – Posting Friendfeed to Facebook News Feed

Here’s another Recently Asked Question:

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As Ashok asked, here is how you can use the Friendfeed application to import updates from Twitter, your blog, YouTube, LinkedIn, Flickr and dozens of other services into your Facebook profile.

First, you need to sign up for FriendFeed.

Then, pull in feeds from you various social networking services. Here’s a snapshot of mine:

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Then, install the Friendfeed application on your Facebook profile.

After that, it’s pretty straightforward to have your updates that are fed into Friendfeed also be posted to Facebook.

I like Friendfeed in that it has the ability to aggregate information from various social sites. I’m sure I don’t get nearly as much out of it as I could, but even so, it’s been useful.

If other SMUGgles have stories or examples of how you’re using Friendfeed effectively, I hope you’ll share them in the comments below.

Exploring in DC

What do you do on a Saturday night in Washington, DC? If you’re a geek who happens to also be a basketball fan, maybe you do what I’ve done: watch a couple of NCAA basketball games while checking out some newer social media sites and services.

I’m not quite that pathetic. I did take a ride on the Metro this evening after the conference to go see the cherry blossoms on the Mall. It was beautiful:

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But after that, I did come back to the hotel to eat and watch UCLA put away Xavier, and for the last couple of hours I’ve been multitasking, checking out some social media sites, services and applications while watching a closer contest between North Carolina and Louisville.

I may be doing some reviews of these after I get a little more experience with them, but here are some initial impressions.

I like Twhirl, a desktop client for Twitter. I think it can help me have more of the real-time experience of Twitter that would be more helpful. Twittermail looks like a good service, too. Dennis McDonald shared his Twitter rules this week, and I agree with most of them.

One thing I’d like to know is whether I can get Tweets from only selected accounts via SMS. I think I’ve tried this, by signing up for one user’s Tweets. This would be particularly helpful if I could have a high-priority class of Tweets (e.g. family members) that came to me by SMS. Does anyone know whether this works?

I also signed up for Utterz, having seen Chris Heuer use it. My profile name is leeaase. Pretty original, huh? I’ll probably use it to do some blog posts, and then may give it a review.

Probably the coolest thing today is FriendFeed. It pulls in data from 33 other services, including Twitter, YouTube, a blog, Flickr, LinkedIn. Again my account is leeaase. I’ve read a bunch about this and look forward to getting more experience with it.

So what has your experience, if any, been with these services?