All Used Up

Josh Bernoff of Forrester’s Groundswell blog says words are important. He also suggests we stop using one word, “users.”

Try, just for a day, to stop using this word. You’ll be amazed at how differently you think about the world.
Web users become people looking for information.
Application users become employees trying to get stuff done.
Users of your Web site become customers. (Forrester’s group focused on usability of Web sites and other technologies is called the Customer Experience team. I like that.)
User-generated media becomes amateur media.
And most importantly, social media users become people connecting with other people. Once you think about it that way it becomes a lot easier to understand. And it focuses you on the relationships, which will always be around, not the technologies, which are always changing.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.

Comments

  1. Well as one customer to another, I salute the idea of renaming User-Generated Media ” to “Amateur Media”