I was originally going to write a post outlining the difference between strategy and tactics, but it came to my attention that not everyone likes the fact that I a) call out bullpoopy, b) argue about semantics and c) tweet around acting like I am smarter than everyone else. Evidently, trying to “correct” people in this and other areas only serves to position me as a know-it-all, and others as know-nothings, which isn’t exactly the friendly thing to do in the big Social Media 24/7 party bubble where I should be… a voice of wisdom, not a voice of negativity.
Over the last year, I have inadvertently turned into that guy at the party who corrects people for their improper use of English, and questions the validity of their tall tales. (Who am I to question how big that fish actually was?!) Nobody wants to be that guy. So… I have decided to stop being that guy.
Yep, that’s right. Starting yesterday, I have decided to stop being so… negative. I am turning a whole new leaf.
Before I can really become the super-duper nice Olivier, the one who agrees with everyone and plays nice no matter what, I need to make amends. I don’t know much about 12-step programs, but I seem to recall that taking inventory of your flaws and asking for forgiveness is part of the process. So here we go:
1. I was wrong to butt into the R.O.I. discussion. Not sure what I was thinking with that one. I should have considered everyone’s feelings. Instead of trying to be right, I should have considered that EVERYONE has a right to be right. So… I was wrong to say that R.O.I. was a business measurement. In fact, it was kind of negative of me to imply that R.O.I. can’t be whatever you want it to be. R.O.I. can be anything you want it to be. You can measure it in followers, hugs, retweets, puppies, mentions… and whatever you want. R.O.I. can be anyoutcome you want it to be, and you can measure it however you want to. It was inconsiderate of me to suggest that anyone had it wrong. Hopefully, business schools will begin adopting new definitions of the term, and accepting that Social Media gurus are just as smart as MBA professors.
2. Social Media certifications are always legitimate, no matter who issues them. The legitimacy of the organization responsible for offering and delivering certifications in the Social Media space is not mine to question anyway, not that it needs to be. See item #3 to find out why.
3. Everyone who claims to be a Social Media expert actually is. How I got away with ever questioning that is beyond me. Thanks for being so patient with someone as obviously negative as I was. (It gives me chills to think about how negative and mean I have been to suggest otherwise!) Overnight expertise on the interwebs isn’t just possible, it is obviously common. Google something enough times and you too can be an expert. Thousands of people did it that way, and you can too.
4. There is no snake oil in Social Media (or in marketing, for that matter.) I made it all up. Everyone is 100% legit. Those R.O.E. equations, those calculators, those content strategy experts, they’re all solid. I was just jealous because they were better at math than I am. Trust everyone. Even when the math is wrong and the facts don’t add up, don’t be like me and expect the worst. Take the stance that… well, the guys selling you this stuff are the experts and you’re not. In the end, it isn’t your (or my) job to question, only to pay their invoices and let them do their expert strategist thing.
5. Nomenclature is completely unimportant. I was wrong to attach so much importance to silly things like what words really mean or don’t mean. Who cares if no one knows the difference between strategy and tactics, after all? It isn’t the end of the world. If people want to call themselves strategists, why should I care? (I shouldn’t.) Likewise, when a major brand’s Social Media Director confuses foot traffic and fouresquare check-ins, what does it matter? (I doesn’t.) The sun still rises the next day, doesn’t it? People still buy burgers, don’t they? Does anyone really care that 719 check-ins were made to sound like over 7,000,000 customers flocked to their 13,000+ locations? Of course not. These sorts of things are INSIGNIFICANT details. I was an a-hole to point it out, and to do so in a less than positive, encouraging way. I see the error of my ways now: Using the right words doesn’t matter. Everyone should be allowed to make up words and terminology whenever they want. That’s the beauty of the internet after all: The freedom to be, do and say whatever you want. To suggest that expert nomenclature comes with expertise was so pretentious of me! Sorry I have been such a party pooper.
So yep, I am turning a new leaf. Starting today, no more posts or tweets about things people do to harm companies or the public. (Since self-serving charlatans don’t actually exist.) No more shining a light on “shady” practices. (There is no such thing.) All I will write about will be positive and supportive, of everyone, without exception. You want less Jerry Springer and more Bono? You got it. David Armano, Jay Baer, Amber Naslund, Jason Falls, Liz Strauss, Chris Brogan and all of you who suggested – for months now – that I focus on the positive rather than the negative, your wish has just come true. I am finally listening to your collective advice. I am going to be the biggest Social Media cheerleader the world has ever known, starting now.
My content strategy is now this: Whatever I write, I will never offend anyone ever again. Most important of all, my content strategy will be to provoke exactly zero pesky arguments and debates about silly things like… terminology, measurement, ethics or whatever else used to make me such an insufferable, holier-than-thou know-it-all.
What the internet needs more of, after all, is love. Love, I can give. Encouragement and support, even. If you want to build Social Media and Content Strategy consulting businesses out of thin air and cracker-jack boxes, I will support you 100% of the way. You creative equation designers out there, those of you who have reinvented R.O.I. for the Social Web, you are the internet’s true heroes and I will not stop singing your praises until both Mashable and the Wall Street Journal mention you as examples of excellence in measurement innovation. We need more of that, and I have plenty of it to give.
Uncomfortable questions though, not so much. (All they do is make people feel bad about the choices they’ve made, and nobody wants that.) I have learned my lesson: When ethics, values and standards make some people uncomfortable, the proper thing to do is to back off and let them exercise their freedom to do whatever they want. I don’t want to be an obstructionist.
What I really want to be a Social Media cheerleader. It was wrong of me to ever want to be anything else. I let pride and ego stand in the way of being everyone’s best friend.
So my pledge to you from now on is this: Nothing but love, support, and acceptance, no matter what. I can’t wait to help you sell your new words, concepts and ideas for digital and marketing services! Certification programs? Send them my way! ROI calculators? Toss those babies over to me. It’s all good. I will never question anyone’s work again, no matter how um… complex it is.
This is going to be SO much better. I can’t wait!
#StepfordTBB
Brand Building and Online Marketing Blog 
Not to pick nits, but what the world needs now is love [sweet love].
My favorite singer of all time!!!
I was a little worried when I started reading your post as it sounded like your blog was going to become as dull as all the hyped up sales emails I get before a big ‘product launch’, or are you trying to set us up to sell us all something?
Still love reading the blog even if you are ‘that guy’ 😉
Keep up the good work.
I will do my best to be a good boy.
I’m offended…
I’m not very good at this yet.
Thank you for unicorns. They are great. I will now go and tweet about them. I might even visit myspace and update my emoticon. thank you for showing me the error of my ways (faceplant form too much positivity too soon)
[truly a great entry, cheers <– did it again, dammit]
May your heart center be blessed with the warmth of a thousand smiling baby angel kittens.
Olivier,
I have always loved your ability to generate meaningful conversation.
Also learning the hard way because I have taken the side of the road in business who was RIGHT. The one who said the Emperor is Wearing No Clothes.
What I learned and I have the bruises to prove it is NO ONE likes to be told they are wrong.
You would think they would appreciate not making a mistake AND they don’t (dumb people) they just get mad at the one who delivers the message.
Why cause for most part people are lazy and well heck they just plain ole will not own that stance even if they know it is correct cause it was YOUR idea.
Guess you and I will have to learn how to woo them and help them think it was their idea. I know you can from your post on how you handled the men in your new regiment (is that correct terminology) when you were their officer and you had no experience.
Draw on that experience, then teach me I just stubbed my toe (damn moron thought he was a social media expert-selling how to get 5,000 followers)
I have been told by more than one Social Media guru that when it comes to wooing, it is much easier to catch flies with honey than with sour vinegar. They’re right. No more vinegar in my salad! Only honey from now on.
Now for my next question: Why in the world would I want to catch flies?! (But I digress.)
Less Jerry Springer, more Bono. How can that be a bad thing, right? 😉
I just don’t know… As someone who has no problem telling people when they simply lack talent or that they are wrong (not to be mean- just to be honest) I really appreciate it when someone else is fighting the good fight too! There are enough people in this world already telling every a-hole that doesn’t know what they’re talking about that they are grrrreat! And it doesn’t do anyone any good. We all suffer the consequences (particularly in the design and marketing world) and that person wakes up one day and says “holyshit. i suck. why didn’t anyone tell me!?” -i’ve seen it happen and it ain’t pretty). So keep on keeping-on. If they don’t appreciate your comments they don’t have to read….
Everyone is a delicate flower, and the center of the known universe, though. Aren’t they?
This is tongue-in-cheek, right?
If you are going to be “playing nice” all the time and never be willing to upset the apple cart when it needs upsetting, I just may have to quit reading your blog. I hope not!
When I find rotten apples in the apple cart, the best thing to do is to make apple-flavored lemonade. In fact, my content strategy involves packaging a new kind of energy drink made of apples and lemons called Apponade.
Now, to address your first question. Given that I have inserted myself into images with the Dalai Lama, the mighty Pegasus, Gandhi and Jerry Springer… what does your instinct tell you? 😉
It is fair to presume Olivier has his tongue in his mouth and next to his cheek. Don’t you?
I was worried too Olivier, when I started reading your post. Thank God it was just that infamous French sense of humor of yours.
You know as well as anyone who engages in thought leadership, that people who can’t deal with you intellectually usually take to ad hominem attacks or worse. I have always found you accessible and engaging, no matter who was debating your ideas – you have always been hospitable to opposing viewpoints and have even been entertaining when doing so. I enjoy your debate. I respect your intellect. I admire your passion. I didn’t enjoy looking at that hideous mustache though.
Rub some dirt in it and get back on the field where you’re needed.
But what if they’re right? I say, let’s find out. Let’s see what happens if I become the person they want me to be. 😉
I want to press Like for Jeffrey’s post. But we are not on Facebook. Aagggh. I am a thwarted social media sharing expert. 🙂
I agree with you JS.
*falls off bed laughing*
I always knew that what the social web really needed was more purple glitter. And double rainbows. Maybe a moustache strategy.
My moustache strategy closely resembles my content strategy. (I hired experts.)
antagonists are meant to provoke the thinking and make people sharp. throw stones in the pool, make big waves. the little boy inside us. we need more antagonist!!!
Let someone else be the antagonist for a while. I’m going on a xanax vacation. 😉
I’m glad you turned the corner, Olivier, and realized where you need to spend your time as a consultant. The world will be a better place…If only they could see it.
This is going to be much better. I can feel it!
What I really like here, apart from your insight and expertise, was criticism. What I hate is the fact that everyone is stroking themselves, as George Carlin named it.
I thought what you were doing here was constructive (really constructive) criticism which leads to improvement.
As for focusing on the positive only, that sounds like asylum 😉
Olivier, have you actually started seeing the unicorn? What’s it like? 😀
Cheers!
Unicorns are like mighty eagles, but minus the talons. They aren’t very good at chess though.
Hey Olivier,
First time caller.
I just wanted to let you know that I find your content and insight to be refreshingly “real” – Your practical work around ROI, strategy, implementation and measurement has contributed to my learning and helped me evolve as a practitioner. A big thanks for that.
I’ve read your blog and Twitter conversations with interest and have occasionally wondered about some of the back story – it sounds like you’ve upset some people with your style.
I look forward to you continuing to shine a light on the some of the BS that’s out there – maybe just in a slightly nicer way 🙂
I’ll leave you with this visual – I think you might appreciate it: http://www.intersectionconsulting.com/blog/?p=723
Regards,
Mark Smiciklas
I have antagonized the Social Media cadre of rock stars, yes.
Being that they are the experts with all the followers and the accolades, I have decided to take their advice and become the kind, gentle, non-argumentative guy they want me to be.
I suspect that my following their advice will somehow annoy them even more, but I am genuinely going to try to be exactly the guy they suggested I become. Should be an interesting little experiment. Stay tuned, if you dare. 😉
Great graphic. I now live inside that circle.
Thanks – glad you liked it. I hope you enjoy your new digs inside the bubble. Just remember…be nice to your neighbors and don’t forget to walk the unicorn.
So now you’re sarcastic? 🙂 lol – great post .
Its a shame you’ve decided to stop being “negative” , I may come back and read your posts if the sarcasm continues but definitely not returning if you become a cheerleader.
Anyways here’s a plea for you to return back to your old ways – every new medium,product or service needs “that guy” or it would die out! As a regular reader I have enjoyed the questions you’ve posed and the guidance given so please don’t stop.
This will be so much better. You’ll see. It’ll be swell!
WTH. I don’t like being alone in the negative bandwagon! *lol*
Come on. Embrace the bandwagon. There’s room for you yet. 😉
i believe that ‘social media’ craze is the best chance for many losers to show off, to demonstrate that they are of value, to be the prophets of a brighter era… at least, to try to state the most sophisticated insights about the environment (like this one). so let be it. let them cherish. it’s just a temporary issue since the landscape is still untouched. you needn’t advanced strategies yet, every shit pays off… let’s face it. they’ll eventually be fed up when they consistently fail in a more advanced competition. they won’t comprehend your sarcasm since then, but applause and agree. does it satisfy you?
Social Media is going to bring peace to the world. You’ll see. It might even make Mel Gibson whole again. (The unicorns say so.)
a whole mel gibson?… what a waste! if it is the return of content 😛
Hmmm, not sure what to make of this, since its the first time i have visited your page. I guess going back and seeing reading over the issues you raised would be a good start, as its always a good idea to see how people got to the position they are in. History is always important.
Best of luck to you with your new strategy, but you shouldnt forget that a little opposition goes a long way. As long as you arent condescending, but polite in your points and arguments, things shouldnt turn out badly.
It will be much easier to agree with everyone. When everyone is an expert, nobody is wrong. I am told that’s a good way to look at things in the Social Media space. 😉
Welcome to the Collective! Your assimilation is complete.
I think I’m ready to join you, actually. I’ve been fighting against the idea of just “doing” education and training, without any real need to measure if it worked, or if people got anything out of it. And all that happens is people get angry at me.
Lecture away! Show your little PowerPoint slides with the tiny little bullet points in your dark little rooms! Don’t bother to involve your audience in any meaningful way!
Ahhhhhhhhh. You’re right, that does feel much better.
You beez a Guru.
I’m going today to Claire’s to buy DC a unicorn tshirt for our social media club tweetup at the fair.
Pink or purple? And is glitter ok with the rainbows?
For realz. Writing blogs posts is a breeze now! I don’t even have to string two thoughts together. I just write whatever comes out, and it sounds awesome! The gurus were right.
Olivier,
I look forward to reading many warm and kind articles on candycanes, sunbeams, kittens, and how we are all unique and gentle snowflakes.
On the somewhat serious side, I was a bit puzzled and floored by the content strategy showdown this weekend. I’m not well-versed in its mechanics, but, it seems “I’ve been told” that content strategy is a good idea and an essential part of the web. Since I’m quite the novice at CS, I don’t want to make uneducated or ill-supported statements one way or the other. But, the fact that “I’ve been told” entered my mind gave me red flags about my assumptions.
I want to tell you this one thing: what you do, and what I will continue to go to you for, is how you question assumptions. You make me think. And, that, is a good thing. And so, whether you’re Bono or Joaquin Phoenix or whatever, I’ll be back.
Mike
Too bad I don’t have my very own Casey Affleck to follow me around.
I am loathed to point out you neglected to mention “puppies”. You still have much to learn in the way of positivity, Oliver. 🙂
I’m still learning. I mentioned puppies in my next post though.
Oliver
The good news is- that there is no need to get frustrated and be ‘that negative guy’. Just accept that there is more dross than gold out there and that if we all got narked over idiots then we’d all be outlived by them! Let those who throw stones just keep on doing so. There are some who want the right answers and those who hope truth would just take a vacation (a career break perhaps).
If anyone call tell me the secret to the best advertising then why presume all the ‘idiots’ are wrong? If people want to believe the world is flat then let them. Lets just concentrate on whats right and leave the muppets to exact their own downfall.
Stephen
You know the best part about being a muppet? The soft fur.
Here I was, reviewing my to-do list in the Franklin Covey planner and getting all set to check off studying your blog for the difference between tactics vs. strategy.
It’s a good thing that you saved me from all of that pesky learning! It’s all semantics, anyway, right?
Wow, I feel better already – freed from right and wrong, good and bad. New happy Olivier, you are a true liberator!
I’ll be back tomorrow morning for another pick-me-up session! In the meantime, I think I will run off into the Interweb and collect a few Social Media certificates.
Robin
See? It’s already starting to work.
I think you’ve pissed of the social media rock stars even more with this decision. Looks like reverse psychology got the best of you. 🙂
They should be happy. I gave them exactly what they asked for. I cantz winz!
Woa! Hold on there Bizarro Olivier! What did you do with the real Olivier? I’m all for positivity and love and kumbaya and rainbows and unicorns and all that. But, um, this isn’t 3rd grade or middle school sports where everyone gets to have a turn and a trophy at then end.
This kind of handling with kid gloves is why the US often lags behind most developed worlds. We don’t want to hurt anyone’s feelings or make them feel bad or inferior.
Y’know what? It’s the same reasons why corporate America complains that new college grads are slackers, and why these same newly minted degree-holders feel that after 6-weeks of showing up to work on time that they deserve a corner office, an expense account and a raise.
Come back Original Olivier! You can be nice and truthful and honest without being mean. And I’ve read Liz Strauss enough to know that she’s honest and doesn’t sugar-coat the reality of a situation. But, like a good comedian, it’s all in the delivery.
Happy Unicorn Magic Day!
mince alors ! i guess I’ll have to downgrade your blog a couple of blocks down my netvibes reader, under the ‘Debunking Social Media Tab’ and move Shamable up a couple of notches.
A bientot quand meme
This too shall pass. 😉
Here are few tweets from our first conversation.
Me—> @thebrandbuilder It encourages me to learn more, when I talk with industry leaders like you.
Olivier—> @SocialMedia_Art 😀 Oh, I’m not a leader. I’m just a guy.
Me—> @thebrandbuilder Well this guy is very creative than many leaders. 😉 And your ROI slide is just awesome!
And a most recent was: @thebrandbuilder Why people (e.g me) pay attention to your every Tweet? 😉
You know you can’t escape just because some Gurus have said you to be positive. Positive also mean to be real and I believe you have always been real and genuine.
You’re showing Mirrors to many people 😉
Let’s see you doing this more.
You’re right about the mirror analogy. 😉
It’s actually a lot more effective than debate, as it turns out. With satire, I ridicule. That hurts more than just being wrong.
Thanks, man. 🙂
Can I simply say nice to read a help to find anyone who definitely realizes just what they are sharing on the internet. You certainly realize how to bring a major issue to light and enable it to be significant. More people should read this particular and understand this particular section of the story. I cant believe you’re not very popular because you clearly have the gift.