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Mixed Media, Mixed Message: The Dangers of Context with Social Influencers
The thing about social media is that it is dominated by the young, by the hip. The culture today is anachronistic and contradictory. Irony Irony Irony. That's what it's all about these days. Ironically enough, the definition of irony has been pretty skewed. There have been the beatnicks, the hippies, the goths, the emos, the punk movement but now there is the hipsters: the counter-culture that really doesn't "counter" anything, except themselves. One of the most common phrases to exit a hipster's mouth is "I'm not a hipster". That and "Oh, you probably haven't heard of them" in response to the question "Who is your favorite band?" It is a culture driven by, strangely enough, exclusivity- even though it is probably one of the largest mainstream cultures out there. A notable favorite of hipsters is anti-humor, or jokes without the joke. An entry level anti-joke might be "Why did the monkey fall out of the tree? Because he was dead." You might've laughed at this. The joke isn't the joke itself, but the unexpected twist of there being no joke. Here's another - "A guy walks into a bar. His alcoholism is tearing his family apart". Again, it's funny because there is nothing funny about it. A lot of you probably don't get the jokes, and that's important to keep in mind as I lead into what I'm actually talking about.
A lot of companies try to create tools that measure friend-foe-neutral. What I mean is, they try to determine when a post was made for or against your company, what that post was about, and how much influence does the poster have in your vertical. Now, that task alone is hard enough to accomplish, and most cannot deliver, but the major flaw in this system is context. How can a software identify the context of the post. It is highly possible that an incredibly influential poster may make a huge slam against your company and you won't even know about it because you can't comprehend the insult. It may also seem like they are insulting you when actually they are praising you. Each culture has it's own particular vernacular, and it takes a lot of time to understand each. Sometimes their lexicon is in conflict with our own. Negative words re-appropriated into positive words. So the whole promise of this ranking system is completely skewed.
The fact of the matter is, without delivering on the context, you cannot trust any targeting intelligence platform that insists it has the best social ranking tools. And to further prove my point, go watch an episode of Tim and Eric Awesome Show, Great Job. If you get the show and laugh at it, good for you, you can probably understand some of hipster culture. If you don't, then remember how important context is.
About the Author
Want to know more about word of mouth advertising, white paper, and the influencer formula? Hit me up at EricB2204@gmail.com
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