I lifted this from Clickz.com – I was so taken aback by the sentiment and that it distilled all that is cliched and reactionary and ill informed about the current media world that it had to be shared.
Author: “I (humbly) propose that we evolve the concept of a media buyer into a new position that we’ll call the media earner. The reason is simple: in these new networks you don’t buy the media that generates results. You earn it. And earning something is a significantly different process than buying it.”
Article link -http://www.clickz.com/3633690
So … what is the PD for a ‘Media Earner’
- Wanted: Media Earner
- Serious understanding and appreciation of the fact that consumers are totally in control of social media sites and networks and that trying to use these services to broadcast messages completely misses the point about how powerful they are.
- Experience communicating directly with consumers in ongoing relationships, responding to their questions, suggestions and issues.
- Ability to perform detailed research, finding where conversations about a brand are already happening, and the nature of those conversations.
- The desire to add value to those conversations in ways that enable the brand to naturally and authentically participate.
- The ability and knowledge to perform deep measurement of the actions you take to determine the amount and value of the media that you are earning.
- Also, must have accounts on the following services: Twitter, Facebook, MySpace, BallHype, Flickr, Blogger, World of Warcraft, YouTube, Vimeo, Digg, delicious, Reddit, MetaFilter, Last.fm, and Bebo
We here at the (company name) have an open space in our media department for a Media Earner. The ideal candidate must have the following qualifications:
This already exists surely … isn’t it called a Social Media Strategist?
Jokes aside, the issue remains – who actually believes that people really want to talk about brands when they’re using these products and services? Is it just me or is the ad industry deluded if it thinks it is that important to consumers.
Social marketing. It’s the ad industry crashing a party it was never invited to.