If I hear the word rockstar again…

I will just puke. Ok, There. I said it.

One of the most obnoxious things about social media is the hype that comes along with it.  I know I am tired of hearing about “rock stars” in social media.  And now the Intel commercials have jumped on the rock star bandwagon – or maybe they started it. It’s the chicken and the egg. But do we have to create a high school caste system in our work lives? I’m just sayin.  I didn’t like it then, I don’t much like it now.

I like real rock stars like anyone.  And I’m the first one to get excited about these new social  tools that are available. I also appreciate people who do good work.  I love to learn from anyone who has something to offer.  But do we need the self-proclamations?

I know I’m not the only one who feels this way. A good discussion happened recently on LinkedIn’s Process Automation Social Media Club

and I just read this post by John Cass who makes good points about needing rock star ideas vs. rock stars themselves.

Do you notice it?  Does it bother you?


  1. John Cass says:

    thanks for the reference in your post.

    I’m been helping to run the fortune 500 business blogging wiki for a while now, a community led project to census the fortune 500 companies that blog. And I think the site has some value, but really who does care if a fortune 500 company blogs? To use your high school analogy this is a list of kids in the in-crowd.

    What we really want to know is how a company is using social media, and who is getting the most value and reaching their goals. If we know that we can learn from their experiences and emulate.

    I believe that social media facilitates the ability to listen and gain customer insights more easily than medium like print or the telephone. And in the process of gaining insights customers turn from ordinary customers to evangelists because they see a company is working to provide the best value if the company has a dialogue about what they are going to do or not going to do.

    Marketing to me is not just about promotion, it is also about price, place and product. Here’s where social media shines, you can focus on a goal of improving one of these three P’s but gain promotional value from the effort. Think of Dell in crowdsourcing with Dell Storm and developing new products, or think of Comcast in using social media to solve customer service issues, and Starbucks to crowdsource to make different products with better pricing.

    I think the industry is ready to leave high school behind and move onto college where they will get serious about learning the skills they need to go out into the world to make an effective living.

  2. juliann says:


    Thanks so much for your thoughtful comment, for some reason it just came to my attention now, it was buried among spam comments in the admin app.

    I agree marketing is not just about promotion, it’s only one piece of the pie as you shared. We are always watching for new examples of how B2B companies are using social media. There are more coming to the surface now that we are just getting into freshman year :-).

    But really, high school analogies aside, social media is one of the best tools for marketers to come to the game since email, and it’s much less locked down like email was when it first came in. It was like an act of God to get an email address shared, many folks were not giving out freely. Now that’s shifted, and social media makes accessibility so much easier. The trick is, do companies know what to do with this intimacy? This is where most do not, unfortunately.

    Starting out, I see some folks take the promotional road since it’s easiest and is aligned with business goals to drive revenue. So, there will be some stumbling around still, until everyone gets their sea legs to navigate social networks in a positive, uplifting manner.

    Thanks again John, for the inspiration.

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