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Thursday, 01 October 2009


Mrs Belmot

I hold the theory that behaviour on the web is driven by the seven deadly sins.

Vanity = EVERYONE thinks they can write a book or act, so blogs and YouTube are BIG hits with talentless but self-important proles.

Greed = eBay. Self-explanatory unless you've never seen it. It's the greedy person's car boot sale. See also the needless accrual of friends and followers

Wrath = Most internet forums. It's like having a conversation with a bile duct that has web access.

Gluttony = BBC recipe section. Ainsley and Worrall-Thompson are getting fat and rich at YOUR expense off this money-printer.

My "tip from the top" would be to put your beach towel down on any of the remaining cash-making sins. Here's a scalding hot idea I've made up that's "on the house":

Pride = I'm Bettr.com - a collision of Flickr and Facebook. You find people you know and connect to them like a social network. Then you post photos next to theirs of you looking more attractive and with better possessions. You fill with pride and feel like a THOUSAND dollars because everyone can see you are better than others.

If you're on the receiving end, this will also tick the 'Envy' box. I can guarantee that the DOUBLE sin combo will earn cash overnight, EVERY night.


This was from an email that I received from Graeme - thought that it added some good thinking to the debate:


Read your blog post (re Maslow etc) and thought I’d share this slide (attached) with you.

It was from Evgeny
Morozov’s “The Internet in Society: Empowering or censoring citizens?” presentation at the RSA last week.

Full presentation is here



The human problem that has been amplified with the expansion of online social communications is the absence of listening.

One of the most interesting things I noted from the recent developers presentation of Google Wave was that they have built in functionality that allows you to start generating a response before the person you're communicating with has actually finished their reply.

This effectively replicates one of the least useful characteristics of human communication i.e. a speedy response rather than a considered one, that takes into account what has been communicated, not what you think is going to be communicated.

All good communication is about listening first and responding appropriately. My biggest challenge with my clients at the moment is holding them back from building platforms from which to hail, before they even know what people want to hear.

If we apply this to brands. Brands are trying to establish themselves within social environments but they are falling into the trap of making themsleves far too conspicuous and therefore unapproachable. They need to stand back, listen, restructure their offering accordingly, then let everyone know that.

If not people will just switch them off for ever.


Another comment via email - this time from Nimi

how are you?
random thought on your principle : I read a thing ages ago that said:

"The tools we use are not as important as the behaviors they create"

so I guess people haven't changed as you say with their basic needs and I agree with your:

The need is belonging.
The behaviour is social.
The out-take is esteem.
The fundamentals of human nature remain constant

So, I guess what you are saying is social media has just given people another way to fulfil those- the need was always belonging, the behaviour social - back in the day you went to someone's house, picked up the phone, in our world you advertised more on TV or radio or right back in the day like an old style market place - you shouted out to get attention. Now a days you tweet, facebook , email , text to fulfil that need.

Maybe now social media has enabled people to be more selective about where they want to belong?!? or maybe that's a step too far.?!

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