Is Social Netowrking Antithetical to Web 2.0?

Say it ain’t so! The bluster of so many digi-pundits may prove to be little more than a panacea of short-term thinking. The nearly seamless technology that is allowing everyone from 3rd grade penguin watchers (many of whom pay for the privilege incidentally) to “transitioning” executives, and pregnant moms-to-be is creating the next marketing miracle . . . if only we can learn how to exploit it . . . or so these pundits would have us believe. Web companies from LinkedIn to FaceBook provide a gate into the unfettered and sometimes unregulated world of social networking, and cutting-edge web gurus claim that marketers need only to understand how to infiltrate this dense and freewheeling world of consumers. But a more jaundiced eye toward the dauntless browsers may be a more reasoned approach. Consider for a moment what gave rise to the phenomenon. The ability to post almost limitless amounts of information about oneself (much to the chagrin of parents and employers everywhere) has re-created the corner lamp post, the playground swings and basketball court, the local convenience store, the gym, even the after work neighborhood bar – and added a superscript to the numbers who can do the beneficial or ne’er-do-well hanging around. But what makes each of these locations both accessible and attractive is the lack of intrusion, organization, and yes, even regulation. Other than the occasional plinking ice-cream truck or laconic barkeep, the hanging out done at these locations is rarely interrupted by the intrusion of commerce, passive or otherwise. Short-lived is the high school parking lot hang out that is frequented by the local Sunny D viral networker or disguised Ab&Fitch “customer” breathlessly pumping hot air into a new outfit. Social networker are too cool, too hip, just plain too smart to fall in with the smarmy efforts of serendipitous marketers. Certainly, commercially sponsored networks have a place and will produce sincere, if narrowly gathered, feedback. It’s difficult not to think about “send us your best recipes” initiatives of the Betty Crocker world though. Sure, the collection is easier and more manipulate-able, but is the result any different than a juiced up list to send coupons and cookbook offers to? Recall that AOL and others were once closed communities. Research the likes of iVillage for thematic on-line neighborhoods. Each tried to combine the commercial with the social with obvious and laudable benefits from both. Each now struggles to achieve different and difficult to differentiate goals. What went begging was the social component, as real people distanced their own personal involvement and willingness to participate from the commercial core. Marketers should behave like guests in the social networking communities, lest they overstay their welcome before they can even log a post.