What Happens In Vegas Stays On YouTube
The phrase, “What happens in Vegas, stays on YouTube” is becoming more of a reality each day. The need to be and feel accepted has now become a more prevalent characteristic that captures our current generation. Similarly to Erik Qualman’s writings, Andy Sernovitz, author of Word Of Mouth Marketing, mentions that if bloggers didn’t want feedback, they would be writing in paper diaries and stuffing them under their beds (Sernovitz 159). However, people do want feedback and attention. People want to be heard and recognized; no one wants to be invisible.
As Bill Tancer, General Manager, Global Research, Hitwise states, “If you can make something relevant to me by having less privacy, well that is a small price to pay (Qualman 5). On the contrary to this quote, I believe privacy is a not a small fee and is important to fight for. Not everything in one’s life should be accessible. On the other hand, I also recognize when one chooses to post his or her life on the Internet, it is that individual’s choice and therefore responsibility to understand the repercussions that could occur. In addition to individual responsibility, it is also important that accountability come from businesses as well. Ultimately, with this new generation of openness and lower privacy tolerance, it is important to look out for one another. If we don’t monitor the Internet content and do checks and balances, who will?
The Next Generation Can’t Speak
The interpersonal communications skills of Generations Y and Z have been retarded by reliance on social media tools that aren’t face-to-face or verbal (63). I was shocked to read this statement because it means that people are literally afraid to talk. People feel more comfortable talking through machines than they do opening up their own mouth. In addition, I also giggled to myself when I read the statement by comedian Jerry Seinfeld, “According to surveys on what we fear…you are telling me that at a funeral, most people would rather be the guy in the coffin than have to stand up and give the eulogy?’(58). This statement shows that we have allowed social media to become our crutch to hobble and rely upon; we have allowed social media to become our leverage, our excuse.
Social media has the capability to allow one to become anyone he or she aspires to be with the simple click of a button, but to what extent is this desirable if we cannot be that person in real life. Personal face-to-face interaction has become difficult because we now fear that if people are able to actually see the real us, then we will lose our likability and connection with them. The desire to always be connected may also be our biggest fault. However, although technology is an intrinsic part of our lives and face-to-face interaction is becoming a challenge, social media is no doubt still beneficial and invaluable. Social media has contributed greatly to encouraging generation X and Y to challenge the status quo, expect a better work-life balance, better prioritization, and become adroit at multitasking (58).
Social Media Is Not A Choice Anymore!
“Businesses don’t have a choice on whether or not to DO social media, their choice is how well they DO it”(37). By choosing to disregard social media, one is choosing to disregard the customer. The choice to ignore the customer is the choice to become invisible. “Flying the Not-So-Friendly Skies” is the example Erik Qualman goes on to use to illustrate the importance of using social media to communicate and stay connected with your customers. For instance, in April 2008, in the course of four days, American Airlines had to cancel 3,000 flights as a result of a large percentage of their jets not meeting the maintenance requirements mandated by the Federal Aviation Administration (34). Qualman uses this example to identify two leading flaws in American Airline’s spokesman strategy. First, the company states that they used every communication channel available to them to alleviate the situation but in actuality American Airlines made no mention of social media. Secondly, American Airlines mentioned they did not have to get involved in the conversation. This statement was ineffective and naïve because consumers wanted to directly hear from the company; consumers wanted a conversation.
Furthermore, American Airlines choice to only monitor blogs when they got nasty was the choice to ultimately distance themselves further from the consumers. It is important and crucial to be involved and be part of the conversation. Negative criticism should be looked upon as an opportunity to learn and rebuild a company’s reputation. On a similar note, as Andy Sernovitz states: “In the end, it’s the total conversation that matters (175).
Until Next Week,
Connie Rae
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