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cluetrain

You are currently browsing articles tagged cluetrain.

Conversations are not markets, people!

26 July 2009 in Human Nature, Internet, Marketing by Stilgherrian | 22 comments

What the F**K is Social Media: One Year Later
View more documents from Marta Kagan.

Ten years ago The Cluetrain Manifesto claimed, in the first of its 95 Theses, that “markets are conversations”. Unfortunately, this has led marketers to continue to believe that the reverse is also true — that all conversations are markets.

Or, more precisely, marketers believe that all places where humans gather to converse are places where they can and should take their marketing message.

Some marketers, anyway.

The marketers I want to slap.

This isn’t helped by some later theses of The Cluetrain Manifesto. Unless you read these next two very carefully…

38. Human communities are based on discourse — on human speech about human concerns.

39. The community of discourse is the market.

… you could end up believing that all human discourse is nothing but a market! That in turn leads to the “marketing everywhere” idea.

This. Belief. Is. Wrong.

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Links for 17 June 2008 through 19 June 2008

20 June 2008 in Daily Links by del.icio.us | 3 comments

Stilgherrian’s links for 17 June 2008 through 19 June 2008. gathered automatically:

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