Don’t Drink Social Media Kool-Aid

October 9th, 2009 by Bob Bly

David Armano is a VP at Edelman Digital, and I never heard of him until today when I read his column in Advertising Age (9/21/09), p. 43.

But now, after reading his piece on “separating the social media snake oil from the vinegar,” I’m a fan.

His main message: Don’t think social media will save you, because it won’t.

“Anyone framing social media as the solution to the world’s problems is either drinking Kool-Aid or looking to make a buck,” writes Armano.

He acknowledges that social networking is causing a shift in the way we communicate. But, he warns, “don’t confuse shift with salvation.”

This entry was posted on Friday, October 9th, 2009 at 12:21 pm and is filed under General. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

263 responses about “Don’t Drink Social Media Kool-Aid”

  1. The Successful Catholic said:

    Nice to see this kind of acknowledgement. Personally, I’m getting a little tired of the “social media” label being thrown around. Many people don’t consider blogs to be social media anymore, instead it’s got to be Facebook or Twitter, etc. Not long ago, blogs were the ULTIMATE form of “scoial media.” Before that it was good old fashioned forums and message boards.

    To me, “social media” is simply becoming the buzz phrase for the latest hot Internet publishing format. Like anything, it should be explored and tested, but it’s not the “future” of online marketing success. Instead, it’s simply the latest chapter.

  2. T said:

    Is there a link to an online version of this column? (If not, think Irony!)

  3. Twitter Trackbacks for Don’t Drink Social Media Kool-Aid - bly.com blog - bly.com direct marketing blog [bly.com] on Topsy.com said:

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  4. Bob Bly said:

    T: It’s probably on the Advertising Age web site. But I don’t know, because I get Ad Age in print, not online.

  5. media guy said:

    just to fact check for you – david armano does NOT work at edelman and never did…he was at critical mass and is now at dachis

  6. Lou Wasser said:

    Isn’t this important distinction between “shift” and “salvation” true of all contemporary media?

    Is a website or a blog any more or less a salvation than a twitter or facebook account?

  7. Phil dunn said:

    “Don’t drink the communication Kool-Aid.”

    I agree, ignore the hype and the buzzwords, but make sure you’re communicating where you need to be (target your audiences, etc.)

    Here’s one of my takes – http://bit.ly/1Q5QE4
    And several others (no particular order of stories but all SM related) http://www.qualitywriter.com/tag/social-media/:

  8. Bob Bly said:

    Media guy: I will assume you are correct. I could have sworn Ad Age said Edelman, but I spilled coffee on the issue and had to throw it away….

  9. Greg said:

    I suspect social media has already hit its high point. Yesterday, I was roped into a lunch with a presentation essentially pushing a new social media web site for multi-level marketing.

    Facebook and Linkedin have helped me reconnect with friends and colleagues from my earliest days in business. I am pleased that I was able to do so. That may even lead to some income, but I am not counting on it.

  10. Phil Wrzesinski said:

    Social media, no matter how you define it, is just another form of communication, another tool for fostering relationships.

    I agree, Bob, that it is a shift not a salvation, just as the fax machine was a shift in how we sent documents (that was replaced by email, soon to be replaced by cloud computing).

    The same principles that have governed business for centuries still apply. You have to build relationships.

    Facebook & Twitter can do that. So can blogs. So can good old fashioned networking. They are all tools in the business tool shed, and like tools, each has a job it is designed to do.

    The good news for copywriters is that no matter what your chosen tool, good copy trumps bad copy every time.

  11. Mack Collier said:

    Bob glad you are discovering David, he’s one of the leaders and sharpest minds on social media. Make sure you read his blog, Logic + Emotion, as well – http://darmano.typepad.com/

    But Media Guy is right, he’s not at Edelman, he was at Digitas, then Critical Mass, and he’s currently at The Dachis Group.

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The body adapts by increasing the size of the cells and optimizes how muscles work more efficiently in this environment.Recently, advancements in training have given the rise to multiple options in altitude simulation tents or rooms and the most effective is the mask based hypoxicator system (Elevation Training Mask). Altitude training is called Hypoxic training which involves living and or training at a reduced oxygen level for the purpose of improved athletic performance or health benefits. The mask reduces the partial pressure of oxygen while keeping the barometric pressure the same with the convenience of training at home or gym. A Finland scientist, Heikki Rusko, concluded that a high altitude house which controls the partial pressure of the oxygen which was equivalent to O2 levels at higher altitudes, showed improvements in EPO and red blood cells with performance improvements in speed, strength, endurance and recovery.While living at a high altitude does show changes in physiology, the intensity of the workouts are altered due to reduced oxygen and the inability to train at high levels of exertion in higher altitudes. Factor variations in training programs, time spent and individual athlete in multiple studies showed different results and the benefits occurred mostly with endurance aerobic type athletes. Atmospheric pressure is the primary difference in the benefit of attitude training. At sea level, the air is denser with more particles of gas per liter while a higher altitude has less molecules of gas and the air is much denser. Higher altitudes cause a physiological change in the body by reducing the partial pressure of gases that are in the body. Specific athletic performancements are caused by these survival adaptation processes in the body.American Researchers claim this is primarily due to increased red blood cell volume, while Australian and New England Researchers believe that this is caused by optimizing the body’s ability to use oxygen more effienctly. Increased Red Blood cell volume occurs when with a decreased oxygen saturation of hemoglobin; the body produces additional red blood cells. This is thru EPO secretion by the kidneys which causes the bone marrow to produce RBC. This stressor adaption causes improved oxygen delivery and hemoglobin saturation levels. This process will occur over time, but it is uncertain of this adaption process timeframe. More effective use of oxygen by the muscular system are also related to ph regulation, glucose transport, growth of new blood cell vessels (angiogenesis), glucose metabolic breakdown and ATP utilization in the Krebs Cycle. In the Journal of Applied Physiology, Researchers concluded that genetic changes occur and that properties of the mitochondrial skeletal muscle adjust to the environment. Research concluded in Switzerland revealed that high level intensity exercises under this altitude hypoxia training causes structural and molecular changes that improve oxygen transport and the utilization by skeletal muscles. The human body is capable of adapting to stressors or environments to work more efficiently and improve how it performs cellular or athletically. I have found that simulated Altitude training while using the Elevation Training mask will do several things to our workouts which are performance based, physiological and mental focus also. 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A Finland scientist, Heikki Rusko, concluded that a high altitude house which controls the partial pressure of the oxygen which was equivalent to O2 levels at higher altitudes, showed improvements in EPO and red blood cells with performance improvements in speed, strength, endurance and recovery.While living at a high altitude does show changes in physiology, the intensity of the workouts are altered due to reduced oxygen and the inability to train at high levels of exertion in higher altitudes. Factor variations in training programs, time spent and individual athlete in multiple studies showed different results and the benefits occurred mostly with endurance aerobic type athletes. Atmospheric pressure is the primary difference in the benefit of attitude training. At sea level, the air is denser with more particles of gas per liter while a higher altitude has less molecules of gas and the air is much denser. Higher altitudes cause a physiological change in the body by reducing the partial pressure of gases that are in the body. Specific athletic performancements are caused by these survival adaptation processes in the body.American Researchers claim this is primarily due to increased red blood cell volume, while Australian and New England Researchers believe that this is caused by optimizing the body’s ability to use oxygen more effienctly. Increased Red Blood cell volume occurs when with a decreased oxygen saturation of hemoglobin; the body produces additional red blood cells. This is thru EPO secretion by the kidneys which causes the bone marrow to produce RBC. This stressor adaption causes improved oxygen delivery and hemoglobin saturation levels. This process will occur over time, but it is uncertain of this adaption process timeframe. 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