Being liked: The danger of popularity for a brand
Wonderful, wonderful article by Neil Strauss on why we should all dislike the “Like” culture. Strauss maintains “Like” motivates us to compromise, to chase stupid metrics in a desperate search for acceptability. “There’s a growing cultural obsession with being blogged, digged, tweeted and liked,” Strauss observes, and it’s all about hitting the numbers, at the expense of having a distinctive point of view. He has a point. Today’s buzzword – influence – is really all about cultivating a following – with the emphasis on cultivating. On the one hand, that’s a very positive thing. It brings people together, it generates and mobilises conversation. It has an outreach driver that is positive and convivial. It also provides real showcase opportunities to articulate individual expertise and authority in a subject matter, which can be important platforms if you’re looking to publish, speak or consult for example. But Strauss’s point is that, when our actions are influenced by our stats, and not the other way around, the search for approval becomes a straitjacket. “Like culture is antithetical to …