Marketing the Social Web creates confusion and tension because many competing opinions collide. Even when people do not intend to market, the words used, analogies made, and demonstrations shown still form a public picture that feels hard to see and understand. Marketing is defined as managing processes that identify, anticipate, and satisfy customer requirements profitably. Profitability raises concerns, but open networks allow success to be shared while others continue improving the system. Money is needed to host servers, moderate communities, and run campaigns that move people away from Big Tech. Profit can also mean value gained, including more users, better interactions, and a sense of belonging.
"But we shouldn't be scared of money. We need money to make this work. To host servers, moderate communities, create campaigns to move people from Big Tech. Money, money, money. Anyway, money aside, profit doesn't have to mean money. It's any value gained. Be that more users, or better interactions, or a sense of belonging."
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