Words that Drive Me Crazy
A rant, just because I feel like it... (find out who I'm blaming for my ornery mood at the end of this post).Web2.0
Words matter, I know! But the abuse of short-hand terms makes me crazy. Web2.0 is classic abuse. It's become a catchall for anything "conversation related."
Platform
I abused the term platform back in 2001/02 while at a technology start-up. It's making a MASSIVE comeback to it's own detriment. It's so innocuous and generalized that it simply is a useless term. Let me ask you this...
- Is Windows a platform?
- Is Google?
- Is Microsoft Office?
- Is Facebook?
Social Media Strategy
Using this phrase is 99.9% of the time a shield to mask the fact that we have no idea what to do next. We'd rather talk about our "Social Media Strategy" than discuss the fact that we don't control our messages anymore.
The "New" something
Regular readers should know by now that I'm a Seth Godin disciple. However, didn't we go through the "New New" thing ages ago? Didn't I read a book about that? Godin is talking about "The New Marketing" and Jaffe's agency is "a new marketing company." It's all shiny and new, isn't it? I'm not saying they aren't both absolutely RIGHT... but this post is about words and how they drive me nutso.
So Who is to Blame?
This is the 2nd ornery post and/or comment I've made on my blog since I started Joseph Jaffe's new book Join the Conversation. The guy is spot on and the book is brilliant. But it's putting me in a bad mood. He's partially to blame, and I'm going to tell him so when we eventually meet.
But Jaffe didn't make me write this blog... no... the catalyst was this podcast from 1to1Media. Anyone want to play a new marketing terms drinking game with me as we all listen? (Was that over the line?).
What words drive you crazy - please share!
Labels: Business Strategy, community, marketing, Social Networking
posted by Marc @ 10:30 AM
2 Comments:
I'm not sure if I'm being complimented or insulted :)
Buzzwords can be annoying and I understand the new versus old separatist argument. That said, I do think that sometimes words/phrases stick (e.g. social media) and arguably they are need to form a clear line/distinction between different methodologies.
Honestly, I'm sick of pandering with BS like "the 30-second spot isn't going away" to reassure traditional thinking; I'd rather start with the assumption that it IS going away, which I think will help focus us on being truly innovative and committed to change.
I coined the compound phrase "New Marketing" 6 years ago and I stand by it. New marketing for a new consumer.
I can't wait to meet. We'll have a blast and I promise no buzzwords :)
Most certainly complimentary (though on further reading, I can see why it may look otherwise!).
Similar discussions in the non-profit space around direct mail. If DM is the same traditional tactics as the 30-second commercial...
Lastly.. pandering is a great way to express what it feels like when talking to someone who is stuck in the past.
Post a Comment
Links to this post:
Create a Link
<< Home