I wasn’t too impressed with Naked Conversations as, to be honest, I felt it was out of date almost as soon as the words were typed. That sort of brochureware collection of case studies is undoubtedly hard work to collate, catalogue and criticise but with a medium that’s evolving as fast as social media or blogging, a book is too static a format at this early stage in the game.
Having said that, the idea of Global Neighbourhoods is an intriguing one – especially for an immigrant such as myself who has friends and relatives in, to name a few, Australia, China, UK, Malaysia and the U.A.E. . I keep in touch with these guys through a combination of Facebook, email, IM, this blog (Hi Grandma!), Skype (Hi Grandma!) and phone. If I had a cell phone, I’m sure SMS would be on that list as well.
I’m just not sure it would’ve made a good (read profitable) book. Seems to me that, by dropping this particular book idea, Shel is avoiding “second season syndrome” until he comes up with something actually worthwhile.
Something actually worthwhile
The two things that are changing corporate communication, marketing, advertising and public relations.
In other words, the two things every marketer has to know about the Internet and how it’s changing their jobs.
In my mind, these two things are:
Open, honest communications
Sure, this may sound like a rip-off of The Search by John Battelle (that I’m currently reading) and The Cluetrain Manifesto but it’s a killer combination and something that I feel is realy important right now.
It’s also two concepts that wouldn’t go out of date as quickly as, for instance, the blogging fad and that I feel would sell pretty well. After all, who would trust a marketer who didn’t read the latest theories?
Think about it. The way we discover and consume media has changed completely. Previously we’d flick through newspapers and magazines to find something worth reading. Now we
give it a goog just do a Google search.
We used to wait for the latest edition of Time, FHM or The Economist, now we read, watch or listen to our friends, family members and colleagues. Why? Because they speak like real people; like we talk to them. Being a polished, professional writer can actually, perversely, hinder your communications. Look at Peter Himler’s blog. Brilliantly written, fantastic insights but only 27 Bloglines subscribers, a platry Technorati ranking of 26,491 and a “Todd And” ranking of just 110 to show for it.
The combination of those two things? That’s a huge cultural change. Think about it.