The Truth Behind "Conversation" In Social Media With Joseph Jaffe

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Episode #217 of Six Pixels of Separation – The Twist Image Podcast is now live and ready for you to listen to. This is also Across The Sound episode #8.20.

Joseph Jaffe is widely regarded as one of the top Marketing Bloggers (Jaffe Juice) and Podcasters (both Jaffe Juice in audio and Jaffe Juice TV in video). He is the author of three excellent books (Life After The 30-Second Spot, Join The Conversation and the newly minted, Flip The Funnel). Along with that, he is currently one of the chiefs over at the Social Media Marketing agency, Powered. A long-time friend (and one of the main inspirations behind the Six Pixels of Separation Blog and Podcast), we’ve decided to hold monthly conversations, debates and back-and-forths that will dive a little deeper into the Digital Marketing and Social Media landscape. This is our eight conversation (or, as I like to affectionately call it, Across The Sound 8.20), and this one focuses on the if we’re really having any semblance of a conversation at all in Social Media, or if Marketers have done a great job of selling the invisible (once again). Enjoy the conversation…

You can grab the latest episode of Six Pixels of Separation here (or feel free to subscribe via iTunes): Six Pixels of Separation – The Twist Image Podcast #217.


  1. Mitch,
    After listening to this podcast, I was left thinking that maybe what we’re really trying to measure here is not so much if there’s a conversation happening, but are there relationships being built.
    This past weekend I took a slight digital break and mostly just answered questions asked directly of me rather than getting involved in conversations started by others. What I discovered was the fact that I “missed” the relationships that I had built via my twitter lists and blogs like this one. I suppose you don’t know what you’ve got til it’s gone.
    What do you think? Are we calling the new digital “relationship” a conversation? Is it? Hope it’s okay that I’m over here in left field with some random thoughts on this one, but I suppose the creation of relationships and trust is exactly why I use social networks.

  2. I do believe that relationships and the conversations are real. I do believe that they turn into in-person meet-ups and even better relationships. I think I am netting out that the conversation is there, it’s just different, fragmented and not always as obviously connected as we’re used to.

  3. Maybe what I’m saying is that the best conversations lead to relationships. And you can tell when you’ve formed a new one when you notice that it’s not there. To be clear, I’m not in disagreement of the tone of the podcast and related blog posts, think I’m just trying to understand the WHY in why I do it. Related: Narcissist

  4. I hear you. I do think that these connections (however fragmented they may be) do lead to relationships so long as all parties interested care to make it happen and are willing to put the effort into it.

  5. Now this is something that I hadn’t thought about. I like how Joe is proposing that maybe the “conversation” in the sense that we’ve been applying it to social media is really just another word for relationship when it comes down to it.
    I know Mitch is fond of saying “Join the conversation” for quite some time. Would the core message be any different if you said “Start building relationships” instead?

  6. I can certain appreciate the fragmented nature of a conversation. Case in point would be this episode. I’ve been one of those people conversing with you in the comments lately.
    I felt I was participating in Joseph’s and your conversation. There were parts of your conversation that were shared between you and I in your blog comments as well, so in that sense I felt very much a part of it listening to it today.
    Completely asynchronous, but thoughts and ideas are being exchanged.

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