Context is king in the social media economy

As one of the leading social media evangelists, Gary Vaynerchuk is outspoken, loud, vibrant, passionate, emphatic and yeah, he likes to cuss a lot. In short, he’s the polar opposite of a scholar. As demonstrative as Vaynerchuk is, he usually has some substance underlying his style.  In fact, I find that I agree with @garyvee more than I disagree with him.  In the video below, Gary is spot on in describing the importance of c-o-n-t-e-x-t in the new social media ecosystem.

This is precisely what Jameson Hayes and I had in mind 2 years ago when we began drafting our “Modified Media Micropayment Model” (we wrote “the social aspect of payment for web content is also vital. In many ways, web users are already dependent upon this socialization aspect as a referent of content we’re willing to click through. As media products are experience goods, opinions of others are often tapped to alleviate  uncertainty prior to consumption. … the modified micropayment system harnesses trusted sources from social networking sites to help consumers determine whether a media good is worth purchasing. This converts online social networks into value creating distribution networks beneficial to all parties.” p. 34 – “Synergizing Traditional Media and The Social Web for Monetization: A Modified Media Micropayment Model, Journal of Media Business Studies, 8(2),)

Gary says this more emphatically than I ever could.  Check out this excellent video below:


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