Mknac’s Weblog

Diving into the shallow pool of Web 2.0 and Social Media head first!

“The Cluetrain Manifesto”

ManifestoAuthors Rick Levine, Christopher Locke, Doc Searls & David Weinberger, in their book “The Cluetrain Manifesto: The End of Business as Usual” predict that social media and specifically blogs will change the fundamentals of business communications.  They believe that “markets are conversations” and social media is a powerful new mechanism that will allow buyers and sellers to engage in on-line conversations to the benefit of both groups.  Their “manifesto” provides a call-to-action for sellers and buyers to meet and converse in this new digital frontier.

Essentially this means that for goods and services to be exchanged people, not corporations, S-Corps, or LLCs, need to speak to each other.  In the old market square of yester-year sellers brought their goods to the market to meet buyers.  They argue that today with the help of social media buyers and sellers are engaging in the conversation of business in global virtual market places.

 “The Cluetrain Mainfesto” provides a list of 95 theses to help usher in this new area of free flowing market conversations.  There are too many to list but I’d like to show you a few of my favorites

1-Markets are conversations.                                                                                                         

2-Conversations among human beings sound human. They are conducted in the human voice.                                                                                                                                    

19-Companies can now communicate with their markets directly.  If they blow it, it could be their last chance.                                                                                                           

38-Human communities are based on discourse ¾on human speech about human concerns.                                                                                                                                           

83-We want you to take 50 million of us as seriously as you take one reporter from “The Wall Street Journal.”                                                                                                               

95-We are waking up and linking to each other. We are watching. But we are not waiting.

MarketMost of the rest of the 95 theses run in this same line of thought.  Essentially they say that the companies that aren’t talking in the new virtual global market place conversation are going to place themselves at a competitive and economic disadvantage compared to those that do take part in the conversation.

I actually agree with the authors and many of the theses and other points.  However I’m not convinced that “The Cluetrain Manifesto” is going help sweep in a new era.  I feel that much of the impact “Cluetrain” might have on the business is diminished by its whiny tone.

The complete list of 95 theses can be found here if you’re interested.



June 26, 2008 - Posted by | social media |

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