I Am Not a Guru

“Nor do I play one online!”

The “I am not a ” phrase is often used as a disclaimer when one is giving advice. Especially in online contexts having to do with law, in which case the IANAL acronym can be used, and understood.
I’m not writing this to give advice. (Even though I could!) I’ve simply been thinking about social media a fair deal, recently, and thought I’d share a few thoughts.

I’ve been on the record as saying that I have a hard time selling my expertise. It’s not through lack of self-confidence (though I did have problems with this in the past), nor is it that my expertise is difficult to sell. It’s simply a matter of seeing myself as a friendly humanist, not as a brand to sell. To a certain extent, this post is an extension of the same line of thinking.

I’m also going back to my post about “the ‘social’ in ‘social media/marketing/web'” as I tend to position myself as an ethnographer and social scientist (I teach anthropology, sociology, and folkloristics). Simply put, I do participant-observation in social media spheres. Haven’t done formal research on the subject, nor have I taught in that field. But I did gain some insight in terms if what social media entails.

Again, I’m no guru. I’m just a social geek.

The direct prompt for this blogpost is a friend’s message in which he asked me for advice on the use of social media to market his creative work. Not that he framed his question in precisely those terms but the basic idea was there.

As he’s a friend, I answered him candidly, not trying to sell my social media expertise to him. But, after sending that message, I got to think about the fact that I’m not selling my social media expertise to anyone.

One reason is that I’m no salesman. Not only do I perceive myself as “too frank to be a salesman” (more on the assumptions later), but I simply do not have the skills to sell anything. Some people are so good at sales pitches that they could create needs where they is none (the joke about refrigerators and “Eskimos” is too much of an ethnic slur to be appropriate). I’ve been on the record saying that “I couldn’t sell bread for a penny” (to a rich yet starving person).

None of this means that I haven’t had any influence on any purchasing pattern. In fact, that long thread in which I confessed my lack of salesman skills was the impulse (direct or indirect) behind the purchase of a significant number of stovetop coffee devices and this “influence” has been addressed explicitly. It’s just that my influence tends to be more subtle, more “diffuse.” Influence based on participation in diverse groups. It’s one reason I keep talking about the “social butterfly effect.”

Coming back to social media and social marketing.

First, some working definitions. By “social media” I usually mean blogs, podcasts, social networking systems, and microblogs. My usage also involves any participatory use of the Internet and any alternative to “mainstream media” (MSM) which makes use of online contacts between human beings. “Social marketing” is, to me, the use of social media to market and sell a variety of things online, including “people as brands.” This notion connects directly to a specific meaning of “social capital” which, come to think of it, probably has more to do with Putnam than Bourdieu (PDF version of an atricle about both versions).

Other people, I admit, probably have much better ways to define those concepts. But those definitions are appropriate in the present context. I mostly wanted to talk about gurus.

Social Guru

I notice guru-like behaviour in the social media/marketing sphere.

I’m not targetting individuals, though the behaviour is adopted by specific people. Not every one is acting as a “social media guru” or “social marketing guru.” The guru-like behaviour is in fact quite specific and not as common as some would think.

Neither am I saying that guru-like behaviour is inappropriate. I’m not blaming anyone for acting like a guru. I’m mostly distancing myself from that behaviour. Trying to show that it’s one model for behaviour in the social media/marketing sphere.

It should go without saying: I’m not using the term “guru” in a literal sense it might have in South Asia. That kind of guru I might not distance myself from as quickly. Especially if we think about “teachers as personal trainers.” But I’m using “guru” in reference to an Anglo-American phenomenon having to do with expertise and prestige.

Guru-like behaviour, as noticed in the social media/marketing sphere, has to do with “portraying oneself as an expert holding a secret key which can open the doors to instant success.” Self-assurance is involved, of course. But there’s also a degree of mystification. And though this isn’t a rant against people who adopt this kind of behaviour, I must admit that I have negative reactions to any kind of mystification.

There’s a difference between mystery and mystification. Something that is mysterious is difficult to explain “by its very nature.” Mystification involves withholding information to prevent knowledge. As an academic, I have been trained to fight obscurantism of any kind. Mystification seems counterproductive. “Information Wants to be Free.”

This is not to say that I dislike ambiguity, double-entendres, or even secrets. In fact, I’m often using ambiguity in playful manner and, working with a freemasonry-like secret association, I do understand the value of the most restrictive knowledge management practises. But I find limited value in restricting information when knowledge can be beneficial to everyone. As in Eco’s The Name of the Rose, subversive ideas find their way out of attempts to hide them.

Another aspect of guru-like behaviour which tends to bother me is that I can’t help but find it empty. As some would say, “there needs to be a ‘there’ there.” With social media/marketing, the behaviour I’m alluding to seems to imply that there is, in fact, some “secret key to open all doors.” Yet, as I scratch beneath the surface, I find something hollow. (The image I have in mind is that of a chocolate Easter egg. But any kind of trompe-l’œil would work.)

Obviously, I’m not saying that there’s “nothing to” social media/marketing. Those who dismiss social media and/or social marketing sound to me like curmudgeons or naysayers. “There’s nothing new, here. It’s just the same thing as what it always was. Buy my book to read all about what nonsense this all is.” (A bit self-serving, don’t you think?)

And I’m not saying that I know what there is in social media and marketing which is worth using. That would not only be quite presumptuous but it would also represent social media and marketing in a more simplified manner than I feel it deserves.

I’m just saying that caution should be used with people who claim they know everything there is to know about social media and social marketing. In other words, “be careful when someone promises to make you succeed through the Internet.” Sounds obvious, but some people still fall prey to grandiose claims.

Having said this, I’ll keep on posting some of thoughts about social media and social marketing. I might be way off, so “don’t quote me on this.” (You can actually quote me but don’t give my ideas too much credit.)

Advertisement

Bookish Reference

Thinking about reference books, these days.

Are models inspired by reference books (encyclopedias, dictionaries, phonebooks, atlases…) still relevant in the context of almost-ubiquitous Internet access?

I don’t have an answer but questions such as these send me on streams of thought. I like thought streaming.

One stream of thought relates to a discussion I’ve had with fellow Yulblogger Martin Lessard about “trust in sources.” IIRC, Lessard was talking more specifically about individuals but I tend to react the same way about “source credibility” whether the source is a single human being, an institution, or a piece of writing. Typically, my reaction is a knee-jerk one: “No information is to be trusted, regardless of the source. Critical thinking and the scientific method both imply that we should apply the same rigorous analysis to any piece of information, regardless of the alleged source.” But this reasoned stance of mine is confronted with the reality of people (including myself and other vocal proponents of critical thinking) acting, at least occasionally, as if we did “trust” sources differentially.

I still think that this trusty attitude toward some sources needs to be challenged in contexts which give a lot of significance to information validity. Conversely, maybe there’s value in trust because information doesn’t always have to be that valid and because it’s often more expedient to trust some sources than to “apply the same rigorous analysis to information coming from any source.”

I also think that there are different forms of trust. From a strong version which relates to faith, all the way to a weak version, tantamount to suspension of disbelief. It’s not just a question of degree as there are different origins for source-trust, from positive prior experiences with a given source to the hierarchical dimensions of social status.

A basic point, here, might be that “trust in source” is contextual, nuanced, changing, constructed… relative.

Second stream of thought: popular reference books. I’m still afraid of groupthink, but there’s something deep about some well-known references.

Just learnt, through the most recent issue of Peter Suber’s SPARC Open Access newsletter, some news about French reference book editor Larousse (now part of Hachette, which is owned by Lagardère) making a move toward Open Access. Through their Larousse.fr site, Larousse is not only making some of its content available for open access but it’s adding some user-contributed content to its site. As an Open Access enthusiast, I do find the OA angle interesting. But the user-content angle leads me in another direction having to do with reference books.

What may not be well-known outside of Francophone contexts is that Larousse is pretty much a “household name” in many French-speaking homes. Larousse dictionaries have been commonly used in schools and they have been selling quite well through much of the editor’s history. Not to mention that some specialized reference books published by Larousse, are quite unique.

To make this more personal: I pretty much grew up on Larousse dictionaries. In my mind, Larousse dictionaries were typically less “stuffy” and more encyclopedic in approach than other well-known French dictionaries. Not only did Larousse’s flagship Petit Larousse illustré contain numerous images, but some aspect of its supplementary content, including Latin expressions and proverbs, were very useful and convenient. At the same time, Larousse’s fairly extensive line of reference books could retain some of the prestige afforded its stuffier and less encyclopedic counterparts in the French reference book market. Perhaps because I never enjoyed stuffiness, I pretty much associated my view of erudition with Larousse dictionaries. Through a significant portion of my childhood, I spent countless hours reading disparate pieces of Larousse dictionaries. Just for fun.

So, for me, freely accessing and potentially contributing to Larousse feels strange. Can’t help but think of our battered household copies of Petit Larousse illustré. It’s a bit as if a comics enthusiast were not only given access to a set of Marvel or DC comics but could also go on the drawing board. I’ve never been “into” comics but I could recognize my childhood self as a dictionary nerd.

There’s a clear connection in my mind between my Larousse-enhanced childhood memories and my attitude toward using Wikipedia. Sure, Petit Larousse was edited in a “closed” environment, by a committee. But there was a sense of discovery with Petit Larousse that I later found with CD-ROM and online encyclopedias. I used a few of these, over the years, and I eventually stuck with Wikipedia for much of this encyclopedic fun. Like probably many others, I’ve spent some pleasant hours browsing through Wikipedia, creating in my head a more complex picture of the world.

Which is not to say that I perceive Larousse as creating a new Wikipedia. Describing the Larousse.fr move toward open access and user-contributed content, the Independent mostly compares Larousse with Wikipedia. In fact, a Larousse representative seems to have made some specific statements about trying to compete with Wikipedia. Yet, the new Larousse.fr site is significantly different from Wikipedia.

As Suber says, Larousse’s attempt is closer to Google’s knols than to Wikipedia. In contrast with the Wikipedia model but as in Google’s knol model, content contributed by users on the Larousse site preserves an explicit sense of authorship. According to the demo video for Larousse.fr, some specific features have been implemented on the site to help users gather around specific topics. Something similar has happened informally with some Wikipedians, but the Larousse site makes these features rather obvious and, as some would say, “user-friendly.” After all, while many people do contribute to Wikipedia, some groups of editors function more like tight-knit communities or aficionados than like amorphous groups of casual users. One interesting detail about the Larousse model is that user-contributed and Larousse contents run in parallel to one another. There are bridges in terms of related articles, but the distinction seems clear. Despite my tendency to wait for prestige structures to “just collapse, already,” I happen to think this model is sensible in the context of well-known reference books. Larousse is “reliable, dependable, trusty.” Like comfort food. Or like any number of items sold in commercials with an old-time feel.

So, “Wikipedia the model” is quite different from the Larousse model but both Wikipedia and Petit Larousse can be used in similar ways.

Another stream of thought, here, revolves around the venerable institution known as Encyclopædia Britannica. Britannica recently made it possible for bloggers (and other people publishing textual content online) to apply for an account giving them access to the complete online content of the encyclopedia. With this access comes the possibility to make specific articles available to our readers via simple linking, in a move reminiscent of the Financial Times model.

Since I received my “blogger accreditation to Britannica content,” I did browse some article on Britannica.com. I receive Britannica’s “On This Day” newsletter of historical events in my inbox daily and it did lead me to some intriguing entries. I did “happen” on some interesting content and I even used Britannica links on my main blog as well as in some forum posts for a course I teach online.

But, I must say, Britannica.com is just “not doing it for me.”

For one thing, the site is cluttered and cumbersome. Content is displayed in small chunks, extra content is almost dominant, links to related items are often confusing and, more sadly, many articles just don’t have enough content to make visits satisfying or worthwhile. Not to mention that it is quite difficult to link to a specific part of the content as the site doesn’t use page anchors in a standard way.

To be honest, I was enthusiastic when I first read about Britannica.com’s blogger access. Perhaps because of the (small) thrill of getting “privileged” access to protected content, I thought I might find the site useful. But time and again, I had to resort to Wikipedia. Wikipedia, like an old Larousse dictionary, is dependable. Besides, I trust my sense of judgement to not be too affect by inaccurate or invalid information.

One aspect of my deception with Britannica relates to the fact that, when I write things online, I use links as a way to give readers more information, to help them exercise critical thinking, to get them thinking about some concepts and issues, and/or to play with some potential ambiguity. In all of those cases, I want to link to a resource which is straightforward, easy to access, easy to share, clear, and “open toward the rest of the world.”

Britannica is not it. Despite all its “credibility” and perceived prestige, Britannica.com isn’t providing me with the kind of service I’m looking for. I don’t need a reference book in the traditional sense. I need something to give to other people.

After waxing nostalgic about Larousse and ranting about Britannica, I realize how funny some of this may seem, from the outside. In fact, given the structure of the Larousse.fr site, I already think that I won’t find it much more useful than Britannica for my needs and I’ll surely resort to Wikipedia, yet again.

But, at least, it’s all given me the opportunity to stream some thoughts about reference books. Yes, I’m enough of a knowledge geek to enjoy it.

Web 2.1 or Internet 7.0?

Speaking of Web technologies getting together to create tomorrow’s Web. It’s all about puzzles.

It’s really not that hard to visualize the completed picture of a Web 2.1 puzzle merging most of the advantages from the main Web 2.0 players: Facebook meets YouTube, Wikipedia meets WordPress, PodShow meets Digg, Flickr meets SecondLife… Smaller players like Moodle and GarageBand are likely to have a huge impact in the long run, but the first steps have more to do with the biggest pieces of the puzzle.

In fact, if I were to take a bet on the near future of the user-driven Web, I’d say Google is the one institution with most of the important pieces of the puzzle. Google owns YouTube, JotSpot, MeasureMap, Writely, SketchUp, Blogger, etc. They have also developed important services and features like Gmail and Google Maps. In many ways, their management seems clueful enough. Their “do no evil” stance has helped them maintain much of the goodwill toward them on the part of geeks. They understand the value of the Web. And they have a fair amount of money on hand.

Because of all of this, Google is, IMHO, the most likely group to solve the puzzle of redesigning the Web. To pull it off, though, they might need to get their act together in terms of organizing their different services and features.

On the other hand, there’s an off-Web puzzle that might be more important. Internet 7.0 needs not be Web 3.0 and the Web may become less important in terms of digital life. Though I don’t own a cell phone myself, a lot of people are surely betting on cell phones for the future of digital life. AFAIK, there are more cell phone users than Internet users in the world and cell phones generate quite a bit of revenue to a lot of people. The connection between cell phones and the Net goes beyond moblogging, VoIP, IM, and music downloads. It’s not hard to envision a setup combining the advantages of a smartphone (à la Tréo or Blackberry) with those of a media device like the Apple iPod, Creative Zen, or Microsoft Zune. Sure, there’s the matter of the form factor difference between smartphones and portable media players. But the device could easily have two parts. The important thing here is not to have a single device doing everything but having a way to integrate all of these features together, without the use of a laptop or desktop computer.

There are other pieces to that second puzzle: MVNOs, voice navigation, flash memory, portable games, Linux, P2P, mesh networks, media outlets, DRM-freedom, etc. And it’s difficult to tell who has the most of those pieces. Sony would be a good bet but they have messed up on too many occasions recently to be trusted with such a thing as a digital life vision. Apple fans like myself would hope that the computer company has a good chance at shaking things up with its rumored phone, but it’s hard to tell if they are willing to listen to consumers instead of WIPO member corporations.

It’s also difficult to predict which scenario is likely to happen first, if both scenarios will merge, if we will instead see a Web 2.0 burst, etc.

Puzzling.

The Big Zune Debacle

The device isn’t out yet but it’s generating a lot of negative reaction.

Partly based on this:

Zune Insider Blog: Answers to (some) of Your Zune Questions

“I made a song. I own it. How come, when I wirelessly send it to a girl I want to impress, the song has 3 days/3 plays?” Good question. There currently isn’t a way to sniff out what you are sending, so we wrap it all up in DRM. We can’t tell if you are sending a song from a known band or your own home recording so we default to the safety of encoding. And besides, she’ll come see you three days later.

Not to blame Cesar Menendez (Robert Scoble might have done the same thing), but the answer itself really shows that there is something missing in Microsoft’s understanding of music.

This post provoked a number of comments on the same blog and elsewhere:

Medialoper » Zune’s Big Innovation: Viral DRM

Boing Boing: Microsoft Zune will violate Creative Commons licenses

 Buzz Out Loud 314 Shownotes

As a more recent post answers several questions without even paying lip-service to the issue of Digital Rights Management, Microsoft gives the impression that it’s suddenly stonewalling:

Zune Insider Blog: Introducing, and Some More Q’s Answered
Having suffered from the over-restrictive DRM of Sony’s MiniDisc recorders, I think that DRM is one of the main reasons a device might succeed or fail in the consumer marketplace. The MiniDisc had the potential to be the ideal device for those who involve themselves in music (musicians, musickers, music lovers, music researchers…). But even music you recorded yourself was tagged as restricted and required a very expensive “professional” device to transfer digitally to another device, such a computer. Sony changed this only very recently and only for recordings made with current recorders.

In the Zune case, the wireless capabilities have been dreamed of years ago. As a musician, a researcher, and a lecturer, I would be delighted to be able to distribute my own content wirelessly. Just imagine: you record your own lecture, then you transfer it wirelessly to your students. Elegant, selective, seamless, intelligent, efficient. Lecturecasts at their finest. But if that content is to be crippled with an incredibly awkward DRM system, I would much rather use the much less efficient method of posting the audio file to a central server (possibly controlled), give instructions on how to retrieve the file, and wait until the next lecture to hear the complaints.

Of course, even if the Zune did not apply over-zealous DRM on my own content, I would still have to post the file. And one (who probably never taught) might think that the three days or three times restriction is perfectly reasonable for this use. But in terms of putting a product on the marketplace, one must get more insight than this.

It just shows that people at Microsoft sees their users as mere consumers of “content” and big media companies as “owners of content.” Yet the trend now is for “user-generated content,” “social networking,” “viral marketing,” and personal interactions through electronic devices.

Despite all of its flaws, the DRM on the iTunes Store (formerly iTunes Music Store) has imposed itself as a decent enough solution for a lot of people.