John McCrory

everything interesting

The recommendation ecosystem

Working on a marketing plan and trying to explain, for laypersons, how radically marketing has changed over the past twenty years, I think this prescient 2005 article by Matthew Yeomans, “Taming the Wild Web,” is required reading, even if only for his coining of the term “referral economy.”

What’s struck me about my use of social media is that I rely on search less and less, and I surf less and less. Instead, I let recommendations come to me from trusted “friends” or sources via Twitter and Facebook. When I search, it is usually for reference information, definitions. If I go to Amazon to look for a book, I immediately scroll down to the user/reader reviews for the social proof.

Here’s the catch: to play in this economy — to be referred to and recommended — one has to be a referrer or recommender oneself. It is more of an ecosystem in which energy is exchanged back and forth among organisms.

Refer or be ignored. That’s the new lesson.

Advertisements

Filed under: Marketing

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: