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Hi everybody, it's Gary Vaynerchuk and I want to talk about the word social medias. Many of you guys have heard me say before.
大家好我是加里，我今天想谈一谈社交媒体，关于这个话题我曾经说过。
You know it was called web 2.0 last year. It's gonna be called media next year.
去年我们称它为“web 2.0”，明年它就变身为了“媒体”。
I was giving a lot of thought. You can pop the champagne camera. Okay. I was, make a loud sound. It was like that.
关于这个问题我想了很多，你可以把我们刚才录红酒节目的录像机打开，好的，声音可以大一点，就像这样。
I was getting it a lot of thought and I've been talking to a lot of brand managers and ad people and I've realized
关于这个问题我想了很多，我和许多品牌经理人，还有一些广告业的人士进行过交谈，我发现
the word social media is really hurting people in the traditional space. People that are very brilliant
社媒正在打击一些传统业的发展，有许多特别有才华的人，
have been amazing at creating and executing media for a long time, but what's happening is the word is social media
他们在这一行业摸爬滚打多年，而且成就显著，但现在是“社媒”时代了，
and they really still believe that they control the message that we've got to come up with creative and then through social media,
他们还认为自己可以掌控信息，我们要创新，通过社交媒体平台，
we're gonna put it out there. We're gonna sell it. We're gonna force it down the throats of the consumer because that's always been the games my friend.
我们还可以用老办法，我们的东西依然受用户欢迎，消费者会购买我们的东西，因为这就是行业规则。
That's been the game and so that word media I think is really hurt.
这就是规则，所以媒体这个词其实是特别打击人的。
Besides the fact that people are making personal decisions. Don't want it to succeed.
特殊情况除外，比如个人决定，没想取得多大的成就。
Making decisions financially for themselves and are worried about their understudies.
从个人利益角度出发做决定，或是担心他们的副业等等。
There's another reason it's not totally being adopted as quickly as it could and that's because the word media is screwing this whole thing up.
除此之外，社媒没有被迅速接受的原因是，它破坏了所有事情的运行规律。
Because what social media really is is customer service. It's really getting in the trenches and caring.
因为社媒说白了就是客户服务，我们要重视顾客的喜怒哀乐。
And so if the word was social service, though I know that gets weird and these are thinking about different things or social caring,
如果我们称它为“社交服务”，这听起来有点古怪，它可能会引申出其他意思，或者我们称之为“社会关注”，
which doesn't really make sense. But I know the word media is throwing everybody for a loop because the way we always did media before was
这么说也不是很好，但“媒体”一词一定会让人们觉得很是困惑，因为我们之前对待媒体的做法是，
we controlled the story. We came up with the story and we sold it. This whole game is backwards.
我们掌控着故事的发展方向，所有的一切都是源自我们，我们售卖信息，但现在的规则完全颠倒。
You listen to the consumer. It's more like running a retail store. It wasn't really about the ads that brought them in the store.
你要听从客户的，这就好比是经营一家零售店，吸引顾客的不再是广告。
It's once in the store what you do with them. The players are now in play my friends.
重要的是你如何对待你的客户，这就是现在的运行模式朋友们。
They're all there. You don't need to sell them on being on Twitter or Facebook or engaging with your brand.
就是如此，你不需要再“推特”“脸书”上销售你的商品，或是进行品牌营销。
That's already happening. It's what you do once you get them in there. You actually have to care now. You actually have to work now.
这些都已经有了，你要做的是如何对待你的客户，你需要关注他们，你需要为他们服务。
You have to get dirty now. Time to roll up the sleeves now. That's what's really going on and so I think the word media is throwing a lot of people off.
你要卖力气了，真的是要挽袖子努把力起了，事情的发展就是如此，所以我说媒体一词会让许多人困惑。
I don't want to necessarily call it social service but the fact that matter is is that
我不想把它叫成“社交服务”，但事实是，
the word media one last time is throwing everybody for a curve ball
“媒体”一词确实有点让人捉摸不透，
and it's really the pin that I've seen a lot of people in traditional advertising struggle with.
传统广告业人士正在里面苦苦挣扎。
Guys you don't control the game. You're not gonna sell them on anything. It's how you engage with them and that's the game.
你没法去控制规则，你也不需要去做推销，你要做的就是要去参与，要去关怀，这就是当今我们要遵循的规则。
