Social Media Marketing

Rant: The bland tedium of unsolicited crowdsourced opinion

“I just don’t think we should be spamming out our analysts’ opinions on China….” said my friend, gripping the stem of her wine glass, waving her left hand wildly and free-flowing into her rant.

This is someone who works for an equity firm. And her company is suddenly entrenched in the bizarre new practice of shoving out media updates nobody asked for in the form of bland opinions on big news.

I’ve noticed this a lot recently. Over the last six months these missives have started to land in my inbox more than daily. They normally take the form of some security firm offering advice on the latest security breach.

And I can see their point. If some media outlet does pick up this guff, it is a free brownie point for the company that provided it. The trouble is, it is not asked for. And it is not exclusive. So, it’s pretty much no good to me.

The comments tend to be really wishy-washy and insipid too. In the end, all they do is clog up space and prove annoying. But then that is the trouble with crowdsourced opinion generally. It is brilliant if solicited and collated properly. And rubbish if not.

And I guess it is part of the problem with the all-new-internet-world too. It is possible to find endless global perspectives without leaving the room, let alone the country. And comment has never been easier to source. Yet this just ups the need for selectivity.

Because while I love the fact we can crowdsource opinion—we can throw out a question and see what a bunch of experts come back with and provide a really comprehensive answer to anything really—if people are just answering questions that haven’t been asked and could be Googled in two seconds anyway… then it is entirely pointless.


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