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The importance of naming stuff in social networks

In speaking with Victoria Axelrod a couple of weeks ago it dawned on me that the reason why I have over 9,000 people in the marketing 2.0 group in Facebook and already over 200 in the LinkedIn Marketing 2.0 group is not so much because those 9,000 people want to discuss the future of marketing but because they want to have the marketing 2.0 moniker associated with their profile. That would also explain why the Facebook group was overtaken by spammers and why far fewer people are joining the marketing 2.0 group which was set up as a companion discussion to the marketing 2.0 group blog.

Another great reminder about the fact that people do not care that much about what you do – they care about themselves in the context of what you do. In this case they care about their association with something 2.0…not the discussion itself.

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