Seth Godin writes on the trap of social media :
If we put a number on it, people will try to make the number go up.
Now that everyone is a marketer, many people are looking for a louder megaphone, a chance to talk about their work, their career, their product… and social media looks like the ideal soapbox, a free opportunity to shout to the masses.
But first, we’re told to make that number go up. Increase the number of fans, friends and followers, so your shouts will be heard. (…)
This looks like winning (the numbers are going up!), but it’s actually a double-edged form of losing. First, you’re polluting a powerful space, turning signals into noise and bringing down the level of discourse for everyone. And second, you’re wasting your time when you could be building a tribe instead, could be earning permission, could be creating a channel where your voice is actually welcomed.
Leadership (even idea leadership) scares many people, because it requires you to own your words, to do work that matters. The alternative is to be a junk dealer.
The game theory pushes us into one of two directions: either be better at pump and dump than anyone else, get your numbers into the millions, outmass those that choose to use mass and always dance at the edge of spam (in which the number of those you offend or turn off forever keep increasing), or
Relentlessly focus. Prune your message and your list and build a reputation that’s worth owning and an audience that cares.
So, what I wondered when reading this, is this : is Seth Godin himself “polluting a powerful space” – or “building a tribe”? Who are cases of one or the other? What category does a Guy Kawasaki or Robert Scoble fall into? What case was Barack Obama’s use of social media? What case is Seth Godin?
I would have liked to ask Seth this on his blog, but his blog doesn’t allow comments, which I find smart, because it provokes me to write an entire blog post instead while I link back to his article, but somewhat paradoxical for someone who wants to build context, which is what I presume Seth Godin wants – and not as smart as allowing comments, which shows the ability and capability to listen as well as to “shout”.
It’s not that I am in complete disagreement with what Seth writes in the above, but I believe there is a bit more to the case. There is a thin thin line between ‘polluting a powerful space’ and ‘relentlessly focus’. Largely they depend on who is on the receiving end, what they expect from you and what they are looking for. And I do not see that they are so easily identifiable, except you know when there is a signal, and when there is noise. Thankfully, we all have the power to turn off noise and filter our incoming information streams ourselves. Increasingly, we rely less on the editorial filters of others, although we do rely a lot (too much, IMHO) on the information architectures built by others (especially when using social networks such as Facebook or Google+). The web that you describe and hope for, where we can focus relentlessly, is the same I want – but right now numbers are rewarded, and numbers are what makes the web (or large parts of it) a frantic race for PageRank, clicks and impressions. SEO, linkspam, noise, waste of time and waste of eyeballs. Lots of it comes from design faults of this space, which we can work to eradicate and improve upon. More so, than from the noise of any particular noisy individual ‘polluting’ our much-agreed-upon intensely ‘powerful space’.