Called The Cluetrain Manifesto: the end of business as usual and very unlike the way it’s defined in college textbooks. The book was written by four wise men (Rick Levine, Christopher Locke, Doc Searls, and David Weinberger) and began as an online discussion in 1999 on the impact the Internet could have on the world of business. It ended up as 95 theses, reminding me of the 95 theses that Martin Luther nailed to the door of a German cathedral in 1517 (although I am not sure this was the intention!)
Although it was first published in 2000, I do believe The Cluetrain Manifesto is still spot-on at its core: It’s about being a real human being and having real conversations with real people. The virtual wall that separates today’s typical online experience from a real world experience must come down. Social Media platforms, such as Facebook and LinkedIn has contributed a lot in creating a more natural real-person experience although I believe we still have some way to go.
I sincerely believe that social media is the train that will take us to the Cluetrain station. Even though ROI is often difficult to measure, you need to look beyond this and get a glimpse of where social media is taking us. LinkedIn and Facebook are not destinations – they are simply stops on the road to the future.
The Cluetrain Manifesto: The End of Business as Usual was launched in January 2000 and immediately burned right off the charts. A 10th Anniversary edition became available (in book form and on Kindle). In case you have not read The Cluetrain Manifesto, or it’s been a while since you last read it, a free online copy is available here.