People who write comments, share photos, upload videos, and contribute to blogs have different motives for participating online, sometimes surprising their audiences. And don't assume those motives are all the same, warned Clay Shirky, author of " Here Comes Everybody " and keynote speaker at Search Engine Strategies San Jose, on Tuesday
People who write comments, share photos, upload videos, and contribute to blogs have different motives for participating online, sometimes surprising their audiences.
And don't assume those motives are all the same, warned Clay Shirky, author of "Here Comes Everybody" and keynote speaker at Search Engine Strategies San Jose, on Tuesday. He analyzed the technology and behavioral trends that are changing the way that people connect with each other -- and attempted to dispel assumptions about what motivates people to participate.
Take, for instance, the blogger who posted exclusive reports and photos about a coup in Thailand. "She's not a journalist, but she commits an act of journalism," Shirky said, adding that those reports earned her a following.
But when the same blogger wrote about her wish for a pink Hello Kitty mobile phone, some followers complained that she was going off topic.
How did the blogger respond to her critics? "She did something that most traditional journalists would not do. "She told those readers to buzz off," Shirky said, making the case that people who participate in social channels are not always motivated by the same reasons. "She's doing this because she's operating from intrinsic motivations."
Bottom line: "Amateurs are not sloppy professionals. They do things in different ways," he said.
This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!
Anna Maria Virzi, ClickZ's executive editor from 2007 until 2012, covered Internet business and technology since 1996. She was on the launch team for Ziff Davis Media's Baseline and also worked at Forbes.com, Web Week, Internet World, and the Connecticut Post.
The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.
August 21, 2014