Can we just all start using the term “Social Networks” rather than “Social Media?”

I know this will mean having to re-do a lot of conference Websites, powerpoints and business cards, but the name “social media” is just an unfortunate 20^th century misnomer. Using the name “media” lumps it with traditional “media” like broadcast, print, outdoors, direct, etc. It says that social media are just one more channel for getting a message out.

And when almost all Fortune 1000 corporations in the US are run by senior managers who don’t understand the Internet and don’t use social media, this naming business puts up one more needless barrier to understanding. Decision-makers consider strategy for marketing and advertising products and when they’re told about social “media” it’s just hard for them not to ask about reach and frequency.

And as  my friend Andrew Eklund says, social networks are bigger than marketing.     The impact of these networks grows each day, but even by their structure they go out beyond the boundaries of marketing and public relations.  Authenticity and passion are central virtues of social networks and while that can run counter to a lot of advertising, it doesn’t run counter to the reputation of great products and companies.

Words matter. Names count. Let’s call them “social networks” pretty please, starting today.

Related articles by Zemanta

• Q&A on the state of social media (socialmedia.biz)
• The ad agency’s dilemma – convincing clients to engage in social media (socialmedia.biz)

Bookmark It