MARIA OGNEVA'S BLOG
Hello, and welcome to my blog and the digital home for my thoughts. Most know me as @themaria, my handle across most social media sites and communities. My actual, given name is Maria Ogneva, and I love writing, traveling, eating, and spending time with my new husband.
I am passionate about how social media is changing the way we communicate, help and relate to each other, share news and make the world a smaller, more hospitable place. I work at Salesforce as Director of Product Marketing on the Communities product, where my job is to help customers (and the world at large) to be successful in building communities. I learn every day, and I share my thoughts and personal growth here.
Please note that the views expressed here are my own, and do not reflect those of my employer or any of our clients.
After spending the holidays with my parents, my dad and I somehow got into a discussion on revolutions. My dad, who is the smartest person I know, and is also a walking encyclopedia of jokes, anecdotes and quotes, told me the following quote from Otto Von Bismark: “Revolutions are conceived by intellectuals, executed by fanatics, and the fruits of their labor are used by freeloaders.”
Wow, these words ring so true as I reminisce about my (albeit poor) knowledge of world history, thinking of famous revolutions, such as the Russian Revolution, the French Revolution and others. It also got me thinking about the revolution in which we are now, which is the social web revolution. With the advent of blogging, commenting, microblogging and social networking tools, everyone now has a voice, the web has become a two-way conversation and much more democratic than ever before. There is no doubt in my mind that this is a true revolution, albeit a non-violent one (which is always a good thing in my book). In a true revolutionary sense, it has altered, and in some cases, upended and disrupted current companies, business models and even industries. For example, traditional journalism has had to change to accommodate a new brand of citizen journalism. Shareability and streamability of web music engines like Last.fm, is making the once insulated music labels of yesteryear feel nervous.
So if we were to apply Bismarck’s wisdom to our current digital revolution, what cycle would we place ourselves in? Are we at the stage of conception (thought of by intellectuals), the execution (carried out by fanatics,) or the mainstream use (used by freeloaders)? Or do these stages even apply anymore? I am inclined to think they do. I am also leaning towards evaluating our stage as late fanaticism to early freeloader mainstream cycle. Just like in the dot-com bubble at the turn of the century, during which web companies without real business models got created and funded, a whole slew of me-too social networks and other wanna-be’s have been dominating an impending Web 2.0 bubble.
Remaining winners who are left standing at the end of this inevitable bubble, will go mainstream (arguably Facebook has already gone mainstream long ago) and “cross the Chasm.” As they do so, the temptation will be for (mostly corporate) users to to “bastardize” this method of communication. Without really understanding the authenticiy and the comaraderie that characterizes the contributors and consumers of social media, companies will start jumping in (already started, by the way) head first into social technologies and using them the same way they have been using TV advertising: as a one-way talking platform, used to talk at consumers, not with consumers. We must realize that this new style of communication must come with a very different conversation style. Or else become inauthentic “freeloaders” who have hijacked the platform and thus altered the initial intent of an authentic two-way conversation and relationship building.