The term “going corporate” has always bothered me. It’s often used as a catch-all term for selling out. Why? Mostly because whoever is being accused of it is likely making more money than their accusers.
But is it fair to level criticism against those that succeed… merely for succeeding?
Image by Tony the Misfit
David Meerman Scott’s blog, WebInkNow, has a post highlighting a video done by Engage | ORM comparing the punk rock movement to the social media movement (if it can be called a movement?).
The video is definitely worth taking a look at. It’s well done and points out some interesting parallels.
But the thing I find interesting about the comparison has more to do with a couple of the comments on the post. Specifically, the idea of corporate America’s inability to really get social media and its implications.
So how does this tie to the punk movement of the ’70s?
Those that are in at the beginning of a movement, no matter how counter-culture or against the grain it might be initially, will impose their own rules as to what defines that movement as it gains steam – or more accurately, becomes more popular. It happened with punk, and unfortunately, looks to be happening with social media.
While I consider myself a punk rock fan, one of the things I’ve always really disliked is the exclusion of great bands as soon as they sign their first big deal. Or in other words… go corporate.
There is a possessive tendency amongst most bands’ first fan bases. This is the “I knew about them when…” syndrome. And although some bands surely change with money and fame, there are many that don’t.
Social media suffers from some of this too. The idea that there is purity in certain types of content or techniques is dangerous because it necessarily excludes those that might innovate. And if anything, one aspect of social media, or more inclusively, new media, is a divergence from the norm (characterized by the mainstream media).
But as the boundaries to what is social media are drawn by those that are initially successful, we fall into the trap of discounting those that take a different position or that would innovate within a more inclusive medium. And after all, what could be more inclusive than social media? A medium seemingly designed to give everyone, including those nasty big corporations, an equal voice.
The analogy with punk is strong here. I know many former fans of some great bands that stopped listening when they hit MTV or appeared in a big budget Hollywood movie. Once again, why? The music was still the same. They just weren’t the only ones listening anymore.
Corporate America is getting social media as we speak. It is simply too powerful a force to remain relegated to a small group of enlightened souls.
Does this mean that it will be irreparably changed? Maybe. But not necessarily for the worse.
Just as bands like Rancid and Green Day continue to be punk rock to the core despite their mainstream success, so will social media continue to be an outlet for candid and frank expression – regardless of how “corporate” it gets.
There is a place for all sorts in the social media world. Value is the true measure, and doesn’t discriminate.
So don’t tell me what is and what isn’t punk rock,… or social media. Always good to throw in a horn section, reggae rhythm, or corporate blog for that matter.
Nothing like pissing off the purists.
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New Marketing, Social Media
New Marketing, new media strategy, Online marketing, Social Media, social media marketing
