This is simply an overview including my thoughts as to what of some of the statements of the 95 Theses
found within the Cluetrain Manifesto represent based on my knowledge of social media marketing.
The statement below represents a significant change from traditional
marketing or business philosophy.
19. Companies can now communicate with their markets directly. If they
blow it, it could be their last chance.
People within the markets have
more power than ever before due to the internet. With the click of a mouse
consumers can put their opinion out there and judge anything. Once information
is released to the internet it can spread like wild fire because these days
practically everyone is connected to the internet, thereby connecting everyone
together. Without communication amongst the companies and markets relationship
everything that follows, along with the market, will weaken.
The statement below is one that has not been fully realized.
62. Markets do not want to talk to flacks and hucksters. They want to
participate in the conversations going on behind the corporate firewall.
Markets do not want to talk to a
robot in front of the company, but instead they want to participate inside the
company. Companies need to allow markets to talk to someone real who is going
to be truthful with them instead to beading around the bush with automated
responses. Overall talking to the real thing will enable a productive and
healthy conversation to take place.
The statement I don’t think will ever be realized.
2. Markets consist of human beings, not demographic sectors.
Human beings are the ones who are
experiencing these services and using these products that companies produce.
Human beings do not all have the same opinion, need, or want for a service or
product. Therefore, to group all human beings in demographic sectors would lead
to assumptions. Instead, companies should base their markets around real
people, rather than demographic sectors.
The statement below represents a significant opportunity for
businesses.
18. Companies that don’t realize their markets are now networked
person-to-person, getting smarter as a result and deeply joined in
conversations are missing their best opportunity.
For companies a person-to-person
networked market allows for a new way of conversation to develop. It helps to
break traditional markets and causes the elimination of companies acting
inhuman towards markets. Also, it allows companies to learn from each other
within the market.
The statement below represents a significant threat for businesses.
31. Networked markets can change suppliers overnight. Networked knowledge
workers can change employers over lunch. Your own “downsizing initiatives”
taught us to ask the question: “Loyalty? What’s that?”
Nowadays with so much of the
population being laid off and unemployed, employees are being replaced
constantly. This is because employers know that if they are not satisfied with
one worker they can have a new worker in seconds to replace the current one.
Unfortunately, while there are employees that are not loyal within companies,
there are just as many companies that are not loyal that these employees are
force to work under because employment anywhere is so scarce. It is a direct
relationship within employee and employer, both need to make the effort to be
loyal to each other or else both ends of the relationship will suffer.
The statement below describes how businesses with have to change or adjust to meet the new social reality.
94. To traditional corporations, networked conversations may appear
confused, may sound confusing. But we are organizing faster than they are. We
have better tools, more new ideas, no rules to slow us down.
Due to vast advances in technology
the world is changing in the blink of an eye. Not everyone can keep up with
every change and addition to the internet that occurs; it would be impossible.
Corporations are and need to continue to branch out and try to appeal to their
markets through the new, latest, and most popular forms of social media.
Although sometimes in the rush, corporations are not as aware as they should be
of how much more productive they could be within the market. For example,
Facebook or LinkedIn, corporations may not realize how quickly you can release
information about your company, product, or service, as well as retrieve
information about an prospective employee or company.
Sources:
http://www.cluetrain.com/
http://www.cluetrain.com/book/
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