Hello All,

My name is Eric and I work with emerging technologies here at Morpheus Media.

The following post is written by me, and is only a reflection of my personal beliefs as I have colleagues here who will argue several of the points I am about to draw out for you.

That being said, I am a very busy man these days (my boss is probably reading this with you right now ☺) but, there are a few blogs I try to make time for everyday. One of them is Doc Searls Weblog.

Anybody involved in social media will know who he is. For anyone that is not familiar with the Good Doc I suggest taking some time and going through some of his previous posts. Beyond being an industry icon, Searls has great vision and an inviting writing style. He often eloquently navigates complex subject matters with ease and grace. You will be better for reading his thoughts, I promise.

That being said, in his latest post entitled “The only real social networks are personal ones” (he is completely wrong).

Okay, not completely wrong, but a little off the mark in my opinion. Searls references a question presented by Jeremiah Owyang “Should Brands Join or Build Their Own Social Network?”

Searls provides several thoughtful insights into social network structures. He suggests that branding and social networking are somewhat incompatible for him. In attempting to answer Owyang’s original question, Searls puts forth that “I’m not sure social networks are “built” and that it “Seems to me they’re more organic than structural”.

It was these two statements that caused me to take pause and reflect.

If “words have meanings” and they do, then Searls is missing the point of the potential role marketers can play in social networks.

I contest that an individual does not have multiple social networks as Searls eludes, simply multiple platforms from which to connect to their singular social network. If two people are connected through Facebook, but not lets say Twitter, then do they cease being networked upon alternating platforms? I say no.

This brings me to my biggest gripe. A person’s social network grows organically and cannot be built. To a degree this is true. But only in the way a backyard garden cannot be built, but most grow organically on its own. However, a little constructive help from a seasoned green thumb will help foster a more productive piece of real estate. This my friend sounds like the work of a Brand Manager, perhaps one steeped in online protocols and possessing a strong
understanding of social media.

I don’t think there is a right or wrong answer to this question, only a difference of opinion. So I invite you to spend a minute and read his post and arrive at your opinion, which by-the-way, should sound something like mine.