Show Me the Nerdy!

Immersing Organizations into the Net

The basic idea of Christopher Locke’s Internet Apocalypso is this: markets are conversations, a quality richly found on the Internet; should a corporation want to succeed, working nicely with the Internet is necessary. To act otherwise would be fatal for the corporation.

Ranting like the RageBoy, Christopher Locke

But before I calmly reflect on what Christopher Locke wrote, allow me a few paragraphs to rant.

Christopher Locke’s Internet Apocalypso was written earnestly, like a true Internet advocate. I have nothing against people who come off as dogmatic when expressing their thoughts–but I do have issues with several ideas he stated in the first chapter of Clue Train Manifesto.

Duty Calls, by xkcd

Duty calls, by xkcd

One, Locke wrote that he “discovered PR doesn’t work and that markets are conversations.” Because he chose to converse with media practitioners about anything, instead of selling the company’s products, Locke thought he wasn’t doing PR work. Now this kind of claim makes me want to sigh heavily. As an almost PR practitioner, I know that there are many strategies and tactics one can employ to be successful at work; chatting up media practitioners, and actually enjoying the conversations you make is a PR strategy. PR works, should the practitioner be smart enough to know what to do and how to do it.

Two, Locke whines about how “Yahoo now describes itself as a ‘global media company,’ thus claiming a closer spiritual kinship with Disney and Murdoch than with the culture that originally put it on the map. To this mindset, the Net is just an extension of preceding mass media, primarily television.” For Yahoo to call itself as a global media company does not seem detestable–what is the Internet but a medium for communication? The Internet exists to provide users better communication experiences, the kind traditional media were unable to give. In this sense, the Internet can be seen as a drastically improved version of mass media. The Internet can be mass media’s well-endowed relative—but why Locke said that the TV will appear to be the Internet’s direct ancestor, I do not understand. There was no logical link established by Locke to support his claim.

Three, Locke talks about how corporations would benefit from allowing the public in significant parts of the company intranet. Breaking the intranet-made barriers can create relationships with your market—that is the rationale of Locke. Why must a corporation break down its “intranet barriers,” especially when the public does not necessarily need to know every little detail being talked about in the company? My naïve, almost-PR practitioner self feels that exposing parts of the intranet is unnecessary. For example, assuming a company treats its employees well, and does good business, then the company’s employees can always spread the good word in other fora—publicizing the intranet is not the sole key (assuming it’s even a key) in building client trust.

Reminders for When Alvina Becomes Something Corporate

At this point, I must be ranting more crazily than Locke did. Let me move on to my more constructive material:

  1. There is no point in fighting the Internet. China, with all its communist glory, tries to prevent its people from exploring the Internet fully. But China’s censorship attempts are met with much open anger and criticism from not only its citizens, but also the world. Currently, states and institutions are taking actions against China’s Internet censorship; once push comes to shove, I hope China withdraws its censorship tactics.
  2. I have a voice. This awesome voice can be listened to online, and I can make conversations with just about anyone. To not use my voice would be a shame—especially since this voice brings out the human touch which many corporations lack.
  3. Create and sustain relationships with people. From relationships, I can know what people think, why they think that way, what will change their minds, and just about anything that may possibly be useful for the company. More importantly, these are thinking consumers who can hurt the business if offended, so honesty should be practiced.
  4. Resiliency is necessary for life. Resistance to change is normal, especially since change is not always for the better. How can I accept something I know nothing about? Regardless of the outcome, I should be tough enough to: a) live fantastically with the change; and 2) manage the change in my organization. The second requirement is very important—employment in an organization that cannot handle change would be terrible; the company might end up in shambles.

Reading the last few paragraphs I’ve written, I’m not so sure if Christopher Locke’s Internet analysis taught me anything new. Still, I am not going to complain again—I’ve already released my gripes about the Christopher Locke’s teachings.

A note: So yes, I didn’t extol the Internet’s virtues in this entry. I assume that you, reader, are already acquainted with the Internet–enough to know why working with the pervasive medium that is the Internet is better than acting against it. If you still don’t know why, well… You can always email me at or comment here to request for such an entry. 😀


26 Comments so far
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LOL at the last part–the one where people can e-mail you and request.

“I have a voice”–a dialogue of everyone who uses the Internet. Net is not just for research, but also for letting others hear or read what you have to say.

As what i have said in my blogpost, “No voice goes unheard”


I realized it’s hard making a decent and substantial comment. HAHA

Comment by littlemissstraightbangs

You know I’ve always been a writer sensitive to my readers’ needs. ;))

Yes, Paula–the voice bit, among many other sentiments I aired out, seems to be an already acknowledged truth. When I talk about the Internet, I feel as if there’s nothing I can say that hasn’t been said before. :/

Comment by mostlynerdy

1. The proponents of China’s censorship tactics might not have heard of “Minimal justification for action induces dissonance.”

2. Yes to corporate blogging! The “human element” is just a great strategy for companies to engage with their clients.

3. Just what a PR practitioner would do! Plus, sustaining relationships creates an avenue for trust to grow between two parties.

4. And they also say, people who are resilient, recover (from a crisis) faster.

You never fail to air out great ideas, Madame Alvina!

Comment by Nash Albacea

Oooh, I see OrCom 104, 142, and 105 in your comment, Madame! :> You are a smart sponge! :))

Thanks for reading, I always feel as if you really take time to go through my entries carefully to comment properly! Aaaaaw 😡

Comment by mostlynerdy

Trying to show a human side, eh? Well, guess what? You cant! Hihihi 😀

I love flooding and pseudobashing. 😀

Comment by arvinrazon

There are those who do not realize that PR has been working to their benefit simply because they have a misguided notion of what PR actually is. 😐

Hurray to the reminders! It’ll be a perfect reference when we’re corporate lords already. :))

Comment by noemi717

Let’s hope wordpress stores our data for a long, long time so we’ll always have a reminder. HOHO

Comment by mostlynerdy

Haha. Your comments reflect that of a debater XD. But I totally agree with your points especially with that about PR.

And for your ‘constructive material’:
1. So! That is the reason why China banned plurk. Haha. very informative.

2. I prefer writing/typing over speaking but I think the latter’s really inevitable. How unfortunate for me. 😦

3. Very true! I use that strategy for reading my thesis adviser. nyahahaha :)) See? it worked >_<

4. Yeah. Change is normal. You see, after so many years (and at last), Lupita in the text was buried and is now being actualize by your batch. However, it's unfortunate for you guys that you don't get to meet her. LOL.

Comment by ishtela

Stella, you love us debaters, don’t you? ;)) Thanks for reading my entries–I placed in a photo like you told me to! :>

You must introduce me to Lupita! Will you?

Comment by mostlynerdy

excellent post, alvina. i like that you take a critical perspective on the reading, rather than embrace it without question. your second rant deserves a little more thinking: Locke didn’t mean TV to be the direct ancestor of Internet; this seems to be Yahoo!’s mindset, which he contests. Thus, you and Locke are on the same side here.

I find the constructive material helpful, and I like it that you made it personal. If you look at them as a whole, they seem to me the same virtues of the Internet that Locke talked about. So even if you claimed to not extol Internet’s virtues in your post, you unwittingly did, Alvina—and it’s not a bad thing. 🙂

Comment by barrycade

Ah, whoops! Internet Apocalypso prolly deserves another reading from me, then. 😛

Comment by mostlynerdy

Ikaw na, ikaw na si RageGirl. Hahahaha. Anyway, I agree that in the end, you had a few similar points with RageBoy. Which, I think, makes you a valid RageGirl! 😀

Comment by arvinrazon

You just want an excuse to give me a monicker! You don’t have to rationalize, CulturedBrat. 😛

Comment by mostlynerdy

RageGirl is tame monicker. Relative to the many others that I have for you anyway.

Ooooh, you know what I love calling you best? He He He. .

Comment by arvinrazon

Gosh Alvina you can’t help but be a debater! It is so hard to comment on such an intellectual entry.

Anyway, I would want to affirm about what you said on having no point in fighting the Net. If a country as big as China can’t do it, how can even one person make it happen. Haha. So I should be counting myself in embracing it and bug our dorm to buy us a connection or better yet make our dorm a wifi spot! Then they should share, meaning, FREE for the dorm-ers.

I think that is just lovely. Sweet. 🙂

Comment by erickamercado

Hahaha! Bebe ADORES you! ❤ =))

Comment by jeldirecto

You adore me too, Angel! ❤ 😡

Comment by mostlynerdy

Bebe, making your dorm embrace the Internet would be a good advocacy. Imagine your increase in productivity (and celebrity gossip!)! :>

Comment by mostlynerdy

You self-assuming PR Practitioner, haha. Anyway, I remember our company’s (Internship) intranet portal. It contains A LOT of stuff that every employee could use to their advantage. Those information would sound alien language when accessed by some outsider. So I guess, with my personal experience, exposing intranets are really unnecessary. And why would someone expose such in the first place? 😀

Comment by aLps

I agree, Alps!* And augh, envyyy, I didn’t have access to my company (internship) intranet… except for their site. Or maybe they didn’t have a forum? Meh.

*on being a self-assuming PR practitioner–you, Alps, are a self-assuming theorist! 😛

Comment by mostlynerdy

Alvina, this is a truly wonderful entry. You write so well! Keep it up!

Comment by jeldirecto

Alvina, this is truly a wonderful comment made by you using my account when I left my laptop in Momo. You sneak so well!! Keep it up!

Comment by jeldirecto

I don’t know what you mean, Angel. Your praise for my writing won’t make me boastful, you know.

I take in positive and negative comments in stride, as I have been raised by my school (STC QC) to live a life of simplicity and virtue. 🙂

Comment by mostlynerdy

“I have a voice. This awesome voice can be listened to online, and I can make conversations with just about anyone. To not use my voice would be a shame—especially since this voice brings out the human touch which many corporations lack.”–How narcissistic! But I totally agree. 🙂

In case it’s not sinking in… This is a lovely and a pretty entertaining post.

Comment by thisiscielo

Let’s make humanizing corporations an advocacy, Cielo! 😛

And on your compliment: thank you! See my comment for Angel re: flattery. Hoho. Will check your blog in a bit! :>

Comment by mostlynerdy

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