This infographic that’s making the rounds (it’s shown up several times in my Facebook, Twitter and G+ feeds) presents 36 rules of social media. It’s a little reminiscent of the 95 theses of The Cluetrain  Manifesto, except they seem to come at some of the same issues from completely opposite directions.

For example: Social Media Rule #29 says, “People don’t want to shop where they socialize.” But Cluetrain Thesis #1 is simply: “Markets are conversations.”

So maybe people don’t want to shop where they socialize … but do they want to socialize where they shop? (Malls would suggest: Hell, yeah!) And if so, what are the implications for brands online?

Here’s another one: Cluetrain thesis #74: “we are immune to advertising. Just forget it.” Doesn’t quite dovetail with Rule #25: “The only way to scale word of mouth: paid advertising.”

So does advertising work, or doesn’t it?

Sorry, I don’t have any answers. I just find it interesting that when it comes to business wisdom, it’s often style that trumps substance. Advertising works. Advertising doesn’t work. The substance of the position doesn’t matter; say it with the proper style, though, and you’ll convince plenty of people that you’re right.

Takeaway for marketers (and for non-marketers, too): Style vs. substance. Sorta sound like life, not just marketing, dunnit?

This entry was posted on Sunday, January 6th, 2013 at 9:19 pm and is filed under Marketing Stuff, Marketing Takeaways, Social Media.