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Wednesday
Sep302009
William Martino on Who Owns Social Media
Young Urban Professional
A solid analysis from William Martino on who should "own" social media agency assignments...
The hard part is even putting a box around just what is social media.
"The reality is, CONSUMERS own social media, not brands and certainly not agencies. Whether we like it or not, we now must market our brands in a landscape where consumers have the tools to make their voice heard, and the technology to hear what everyone else is saying."
The hard part is even putting a box around just what is social media.
Reader Comments (5)
I'm totally agree with this quote. Content generator in Social Media must own the piece of content. Otherwise, we'd have to charge companies as "advertising" isn't it? ;)
Plain nonsense!! People have NO right in those databases at all. Law is not about who SHOULD own something maybe tomorrow, but about who actually does own something TODAY. All that people can do is to leave and they are believed to do this EN MASSE. This is not about ownership but about marketing, customer relations etc aka PROPAGANDA. There is not even freedom of speach in places like youtube, twitter etc. They have a very flexible "policy" for everything that goes beyond Micky Mouse. You better backup your movies etc because one day all may have gone.
Google's Sidewiki launch makes this a much hotter topic, as people start to participate (see http://www.web-strategist.com/blog/2009/09/24/googles-sidewiki-shifts-power-to-consumers-away-from-corporate-web-teams/). You may own your comment, but Google owns the "path" that connects it to a web page -- and thus displays it alongside that page. Google's step toward combining the social web with the "page-oriented" web will certainly muddy these waters.
More discussion about sidewiki and social content ownership at: http://blog.niccllc.net/googles-sidewiki-merging-the-social-web-with
My simple definition of social media:"A collection of online tools that allow people to create, interact and share through the social web. Nothing more, nothing less."