What’s really eating at the authors of the Cluetrain Manifesto? Why so much anger? This is not a new topic on OTB, but it is becoming increasingly important for those of us that are trying to bridge the gap between the world of corporate communications and social media.
Have you ever been in a conversation with someone and they say something so absurd, so over the top, that all consciousness leaves the room? How about Thesis number 10 of Cluetrain: As a result, markets are getting smarter, more informed, more organized. Participation in networked markets changes people fundamentally?
When I first read Thesis 10, it sounded as if the networked world has less respect for its neighbors than the corporations that love to hate? Suggesting that people are dumb, uninformed and disorganized without the power of an online, networked community is silly. People are smart and for decades have helped each other make decisions about products and services through word-of-mouth. Yes, I know, the Internet is a multiplier. That fact, I would not contest. If you are someone who needs a quantitative framework, you’re thrilled to share your thoughts with thousands of strangers and make decisions accordingly.
This message would go so much farther with a bit of refinement. And what does the last sentence mean? How does it fundamentally change who we are? It adds to our lives, definitely. It’s helpful, no doubt. But, does it change who we are?
So here’s one friend’s view on the tone of Cluetrain: the language is aggressive to be provocative and force companies to move faster. And, since companies have not done a great job communicating, Cluetrain’s approach is justified. Ok, maybe that’s the motivation. But, if so, it looses sight of an important fact: you get more bees with honey than you do with salt.
This conversation will continue and I have no doubt progress will be made as long is this conversation is treated like any other conversation aimed at progress.
