Web 2.0’s Wild West Days

Web 2.0, the Internet’s interactive phrase, is on the verge of becoming out of control with tools, toys and hype. It’s akin to the wild west days of the tech boom in the 1990s, except today it should have become more professional, ethical and honest. Not so.

Like distant cousins of Professor Harold Hill, there are modern-day snake oil peddlers calling themselves, “Social Media Gurus.” Their gathering places include the online mini-blogging site, Twitter. They have diverse backgrounds, or none at all that they will admit. One social media guru was a holistic healer, another claims to be “founding Senior Research Fellow and Advisory Board” of a think tank that only exists on a Web site. You get the picture.

I signed on Twitter recently, and kiddingly wrote, “Is it possible that perhaps as much as eleven percent of the world’s population has become ’social media gurus?’” Many people found my comment amusing. The gurus did not.

Many of these self-proclaimed social media gurus sell their consulting services to companies, organizations and even individuals. It’s stuff that any self-respecting executive or leader can learn through a couple of hours of reading online. It’s not rocket science. In the world of Web 2.0, everything strives to be interconnected and sharing information.

Salvatore Parise, Patricia Guinan and Bruce Weinberg have written a terrific article, The Secrets of Marketing in a Web 2.0 World, that first appeared in The Wall Street Journal.  It demystifies Web 2.0, and provides a how-to that anyone can follow:

• Don’t just talk at consumers – work with them throughout the marketing process.
• Give consumers a reason to participate.
• Listen to – and join – the conversation outside your site.
• Resist the temptation to sell, sell, sell.
• Don’t control, let it go.
• Find a “marketing technopologist.” (An honest-to-goodness Web 2.0 consultant or advisor)
• Embrace experimentation.

Sounds like common sense, and it is. Social media is about engaging your stakeholders in conversations, and listening to what’s on their minds. That’s one of the pillars of authentic leadership.

Some of today’s savviest online executives are leaders who have invested time to figure out the basics of Web 2.0 and social media and have waded into the conversation – such as Tony Hsieh, CEO of Zappos; Sir Richard Branson, head of the Virgin brands; and Mark Cuban, owner of the Dallas Mavericks and founder of HD Net.

There is support available – a number of really outstanding individuals who have deep knowledge in Web 2.0 and online social media, together with credentials in marketing and journalism. Who are they? Well, you can find them because they don’t call themselves, “gurus.” They are professionals. Send me an email to david@davidhenderson.com, and I will recommend some names.

Maria Lavis, a blogger in Vancouver, B.C., has appropriately asked whether the world of blogging and social media should have an ombudsperson. She writes:

“I am bringing up the role of the ombusperson because I think perhaps the training and legally set up privileges that ombuds officers have can and should be extended in some respect to bloggers.

“Controversies have recently erupted over bloggers … being accused of losing integrity, trust, and credibility due to conflict of interest issues over accepting payment from (a) company to review their products.”

During my research for my new book, The Media Savvy Leader, I asked Walt Mossberg of the Wall Street Journal — perhaps the most influential and respected journalist who covers technology in America — for his thoughts about bloggers who accept gifts from companies in exchange for unqualified endorsements.

Mossberg said, “It is flatly unethical for any journalist, including a blogger, to accept and keep” merchandise or money in exchange for endorsement. He also feels that most bloggers cannot claim to be journalists because they lack professional training in journalism. I tend to agree with him, up to a point.

The world, however, is changing, and there are no easy answers. Traditional journalism is on the robes, struggling for its life. Everything has gone online, especially consumer, customers and the media. It is quite possible that a form of responsible and credible blogging will become the “new” journalism sooner than we realize. I am one veteran of journalism, strategic communications and online publishing who believes in the need for guidelines, especially to control self-styled gurus.

Unquestionably, the most responsible and professional guidelines to date for proper conduct by bloggers are to be found in The Handbook for Bloggers, written by Dan Gillmor and Julien Pain and distributed for free by Reporters Without Borders. Even though the first edition was available for free online in 2004, I have never met any blogger or social media guru who is aware of it. I suppose that says something about Ms. Lavis’ valid question about the need for an ombudsperson for the blogging and social media world.

I am not questioning the merits of social media. It is quickly evolving into an effective form of online communication among millions of people. What I am asking is whether it is time for a measure responsible guidance.

Filed Under: Featured • News Media • Social Media

Tags: Bruce Weinberg • Dan Gillmor • Julien Pain • Maria Lavis • Patricia Guinan • Reporters Without Borders • Salvatore Parise • Social Media • Walt Mossberg