This is the first in a series of posts in which I will formulate some propositions to help me define and defend my conviction that we are moving into the era of #postmarketing.
To that end, I hope you will forgive the more aphoristic style of writing I’ll be using for the present.
I’m not saying these are philosophical proofs. The numbering won’t quite work. I’ll probably disagree with myself. It’s a work in progress.
1. Twitter is a conversation.
2. Meaningful conversations have a truth quotient.
3. A meaningful conversation’s truth quotient is determined by an interlocutor’s ability to determine the trustworthiness of other participants.
4. Trustworthiness is contingent upon factors such as reputation, credibility, competency, and peer opinion.
4.1 Trustworthiness is a conversational categorical imperative.
4.2 Conversational trustworthiness is antithetical to the concept of marketing which is predicated upon the expectation that conversations have a purpose which is weighted towards the interests of the vendor, namely to ‘manag[e] customer relationships in ways that benefit the organization and its stakeholders’.
4.2.1. ‘Trustworthiness’ from a marketer’s perspective is defined as that conversational gambit which is most like to result in a purchase decision. It does not connote 4.0. This (4.2.1.) definition includes the transposed concept that the conversational economy has seen a migration from direct influence in the short term to indirect influence in the longer term. Marketing’s aspiration to attain indirect influence within the context of the social web no more meets the requirments of 4.0 than offline direct marketing activities do.
4.2.2 The aspiration to assert indirect influence over time through the social web’s matrices of engagement does not meet the conditions required by 4.0.
5. A brand’s reputation, credibility, and competency must be manifested by means other than promotion.