PayPerPost: More Social Spam
Intrusive advertising has become the norm, to the point that most of us learn to filter 99% of unwanted intrusion on our limited attention span. The influence of standard advertising, TV spot reach, direct mailing hit rates, telemarketing conversion rates, email delivery and open rates have all dropped accordingly. The assault on our attention continues, though, through new channels.
In the age of web2.0, social networks provide openness, conversation, community and connectedness; the perfect spam medium. Firstly, professional social networks are coming down with an unfortunate form of spam, social spam. Commercial proposals delivered to you personally by other network participants.
Social events and interaction on networks like friendster.com, linkedin.com, openbc.com and ecademy.com are often hampered by a too high percentage of call-to-action requests. At worst, some participants who pride themselves on their salesmanship, their ability to close sales in one, resort to a percentage approach to their sales conversion, no qualifying, no sales pipeline. The result is a high degree of rubbish proposals being inflicted on the community; social spam. Perfect way to destroy the communities credibility.
Social spam is finding its way into the blog world also. Most blogs earn their influence by being credible, truthful and informative. Technorati's top 100 blogs have a reach and impact because of hard earned credibility. In an attempt to monetise their influence further, authors are being lured into posting a commercial plugs for product and services. Rather than a clearly marked product advert, Payperpost is paying higher sums for personal recommendations from authors. Perfect way to destroy your blog's credibility.
Like spam's damage to email interaction, social spam damages the new social networks and the new found web2.0 interaction. As online users start acquiring attention filters against this new form of deceitful intrusion, the open and receptive attitude in the blogosphere will be lost. Interaction becomes guarded and filtered; isolation wins out.
My experience with social spam is that communities become ultra-vigilant, almost vigilante like when abused by social spam. For instance, even the community platform providers on the labolsa.com financial community are roughly criticized for any commercial activity. The cost of such vigilance and filtering is a lack openness and more gated-community attitude.
Each community comes up with antidotes and filters to deceitful sales and advertising. Let's hope the cost to the community of said antidotes is not too high.
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- Ridiculous Court Ruling Against Spamhaus Anti-spam Organization - Oct 12, 2006