Thursday, June 18, 2009
Dave Balter coined this great term. It describes the quest of marketers for size at all costs. Because marketers were raised on the scale of mass—TV, radio, newspapers—they have a churn and burn mentality. The internet turns this upside down. The internet is about who, not how many. The internet lets you take really good care of 100 people instead of harassing 2,000.
Yet, panicked marketers still look for scale (How many followers can we get? What can we do with a Facebook fan page?) and then hijack that attention, hoping to filter out the masses and get a few sales.
Scalejacking inevitably tarnishes most communities, because individuals (people) hate being treated like numbers just standing by to be filtered.
Stephen Stills wrote, "If you can't be with the one you love, love the one you're with." I think he was wrong. On the Internet, the mantra that works is, "Be with the ones you love (and the ones that love you.)" Ignore everyone else. It doesn't have good internal pentameter, but it's true.
- Borrowed from http://sethgodin.typepad.com/seths_blog/2009/06/scalejacking.html