Back in May, two of my favorite content providers, Bill Simmons aka The Sports Guy and Malcolm Gladwell of Tipping Point and Blink fame engaged in an running blog post regarding the NBA among many other things. Not only was this a brilliant three part series but it has inspired me to create a running dialog with good friend, author and PR blogger, John Cass to do something similar regarding AMC's brilliant tv show, Madmen, the future of the American Dream and the role social media plays in changing the rules.
With that as a backdrop, John was kind enough to kick this off with his first shot. I'm not sure whether we'll continue this as a "part II" etc. but maybe we'll carry it over into the comments depending on how interested people are in the
topic...
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From: John Cass
Aaron,
Also, given the recent concerns about pay per post and the influence of consumer product companies on bloggers, is the web evolving to the point where bloggers are becoming a proxy for advertisers? Susan Getgood discusses more on this idea of advertisers using bloggers as a proxy
Sent: Tuesday, August 18, 2009 1:25 PM
Subject: RE: American Dream: Social Media
John
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From: Aaron Strout
Sent: Thursday, August 20, 2009 12:38 AM
Sent: Thursday, August 20, 2009 12:38 AM
To: John Cass
Subject: RE: American Dream: Social Media
John,
Great responses. Although I’m curious as to why you don’t think Robert, Gary and maybe even Chris aren’t microcelebrities? Is that because you think that they are too well known? If not them, then who are the microcelebrities? This is not a loaded question – I am genuinely curious.
Good call on the Radian6 Twebinar campaign. And I like Zappos as an example of social helping to sell shoes (and other stuff). They are a company that everyone should have on their radar. Although I’m concerned about how being owned by Amazon may affect their autonomy. I haven’t seen any drastic changes in behavior yet but I’d be surprised if they don’t try and reel in CEO, Tony Hsieh, a bit as his ongoing transparency could become a liability for the corporation. I have a couple of friends that work at Amazon. Maybe I’ll see if I can get their take. I may also consider asking Tony to come on the Quick-n-Dirty podcast show I do with my friend, Jennifer Leggio.
Onto your question for me regarding the American Dream and whether it's finally achievable thanks to social media. I'm going to give you a consulting answer and say, "maybe." By the way, I thought you'd appreciate that I'm writing my response to you while on a plane from NYC to Atlanta and the last episode of season 2 from Madmen is on - very apropos given the impetus for this post.
To drill down on my answer a little, I'll go further and say that the reason that we haven't fully achieved the American Dream due to the mass adoption of social media is that many people are still limited by time and connectivity. What I mean by this is that while WiFi access is more
accessible than ever (especially thanks to public libraries and internet cafes), a number of people, especially those who work in more traditional blue collar industries typically can't get to libraries or internet cafes during work hours. Also, for people working 1+ jobs a day, engaging in social media is a luxury. With that said, I'll say that we are close. I think that if there is a will, there is a way. Especially with the ever increasing penetration of internet enabled phones.
Best,
Aaron
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From: John Cass
From: John Cass
Sent: Thursday, August 20, 2009 7:18 AM
To: Aaron Strout
Subject: RE: American Dream: Social Media
Subject: RE: American Dream: Social Media
Hi Aaron,
I think I'd have to understand the definition of a microcelebrity, maybe it's someone who is only famous within their own field? But when I think of Gary or Robert I believe they have transcended their field and have broader fame. Certainly Gary has that level with all of his TV appearances.
Do you recall the interchange between the Amazon.com CTO or CIO and a blogger a few years ago about social media, it could have been Robert Scoble. Might be interesting to look back at that and see if the CTO is still around?? Perhaps its time for Amazon.com to change and not Zappos!
What you say about the digital divide is true, though you gave me an idea, perhaps most people don't know how they can use social media for creativity, I wonder if our article should also attempt to inspire people to achieve all that they can do. I've always been motivated to give adults another chance through education, even though their current life might seem as if its difficult to change. I think social media gives people another easier opportunity to change themselves into something they want to be.
Regarding music, I think we've seen so many examples of unknown bands making it big because of their use of social media, that I'd argue that social media is more of a help to music by keeping it rich and varied rather than just corporate. It seems to me the quality of
American music has improved, maybe it is difficult for me to argue that social media was the cause but I suspect it was. For some big artists there may not be the same opportunity as there was in the 80's with making as much money, but perhaps now more artists will be able to make a living. I think that artists have to look for alternative ways to make money, such as concert tickets and other goods, the music can be sold but perhaps sometimes that's the loss leader to build the long term relationship.
American music has improved, maybe it is difficult for me to argue that social media was the cause but I suspect it was. For some big artists there may not be the same opportunity as there was in the 80's with making as much money, but perhaps now more artists will be able to make a living. I think that artists have to look for alternative ways to make money, such as concert tickets and other goods, the music can be sold but perhaps sometimes that's the loss leader to build the long term relationship.
John
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From: Aaron Strout
From: Aaron Strout
John,
I was hoping that was the direction you were going with the microcelebrity thing. You're right in the sense that Scoble and Garyvee have become semi-well known in the non-social circles. Chris B. is on his way there. [POST SCRIPT: I talked to Brogan last night and with his NY Times bestselling book and an upcoming television appearance on Dr. Phil have likely solidified his position as non-microcelebrity]
Great point on social helping bands. I've definitely seen it help some of the bigger bands like Radiohead and I'm sure there are hundreds of stories of smaller, lesser known bands tapping into the likes of MySpace and Twitter to grow their followings (same can be said about Pandora helping out). As for inspiring people to achieve all they can do, I like that goal. I'm going to suggest that for a different post. In fact, I just watched a movie last night called Revolutionary Road. A bit depressing but very well acted and it had a great message i.e. be careful of what you settle for. You game? Either way, doing this post via e-mail with you has been a blast. Your move..
Best,
Aaron
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From: John Cass
Aaron,
Super, I'd definitely be up for continuing the conversation in a different post.I really like the idea of the American Dream inspiring people to be more than they are... especially already established and older people who might no longer be all that motivated because of where circumstances and choices have taken them in life. I think there's always hope, and it would be interesting to explore how social media has changed people's lives.
Great to collaborate on these ideas.. On a topical note, but seemingly related, I've been listening to some of the radio eulogies about Ted Kennedy, certainly a very inspiring man who drew a lot strength from his family, experiences and even tragedies, but who did something with those experiences.
John
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