Cargo Cult Reverse Activism: Maximalists Think That If They Use Social Media They Can Counteract Public Concerns

from the yeah-that's-how-it-works dept

We've talked in the past about cargo cult science and how a rather superficial understanding of complex situations leads people to only copy those superficial elements in the belief that they are why something works. Then, of course, when it doesn't work, they're confused. It's why South Pacific islanders thought that if they staffed the airport, American soldiers would return with supplies. It's why GM thought that if they just rebuilt the NUMMI plant inch-for-inch, they'd get the same production elsewhere.

I'm left thinking about this as I read about how some IP maximalists at a gathering about how to "counter" the public are discussing the importance of social media and their own usage of it. Even reading about the discussion sounds oddly stilted -- like your parents trying to sound cool by using youth slang:

The role of social media in promoting IP will be a key topic. For example, both USPTO Director David Kappos and EPO President Benoit Battistelli regularly write blogs about their respective offices.

The offices represented on the panel also use Twitter and Facebook as well as conventional media such as TV to communicate with users and society generally.

Oh my goodness. Can you believe it? They blog? They use Twitter and Facebook? They must know everything!

Perhaps, at some point, they'll realize it's not the usage of social media that made a difference, but the fact that the people using social media find these issues to be serious and important, and don't believe the official explanations for why they have to lock down content.

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    icedtea (profile), 20 Apr 2012 @ 3:43pm

    It doesn't matter if its businesses or public officials - most of them don't have a clue about what people want to see on social media - stuff that benefits them. That's it. The reason that so many brands are struggling with converting fans to actual activity and sales is that they don't really get social media. Too many companies are of the mindset that all they really have to do to succeed is set up a Facebook page, throw a few bucks into Facebook ads, maybe use one of the types of companies at BuyFacebookFansReviews and that will just automatically catapult them to success. Things don't work out that way online. They have to be able to offer something to people that they value and listen to their customers. This is the best way to achieve long-term success.Also pictures of cute animals are always viral online, so good for them for taking advantage of that fact and using it to their advantage. The additional factor here is that while Facebook offers features to increase engagement, those features are really only designed to increase engagement on Facebook pages themselves. You have to go out and offer people something of value on Facebook to really find a way to get success.

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