Social Media Is the Cocaine of the Communications Industry

December 2009
by Stephen Blake Mettee

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“Social Media Is the Cocaine of the Communications Industry”

by Stephen Blake Mettee

Scott Monty, global digital and multimedia communications manager of Ford Motor Company, got a lot of attention at this October’s Blog World Expo in Las Vegas when he compared social media with an illicit drug. His quote, which I used as the title of this piece, was a metaphor based on an old skit by comic Bill Cosby.

In the skit, Cosby says that he didn’t understand why people liked cocaine, so he asked a friend. The friend told him it was because “cocaine intensifies your personality.” Cosby replied, “So, what if you are an asshole?”

Monty’s point is that the use of social media accelerates and intensifies the reaction the public has to a product. “If you have crappy products, people are going to find out about it faster. If you have great products, people will find out about that faster too,” he said in his keynote speech.

This is certainly true with books. Want to test it? Publish a nonfiction book that is rife with factual errors and send it to a dozen people who blog on the book’s subject.

The converse is also true. Publish a groundbreaking boo…IBPA Members – Click here to view the full article (login required).

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