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Hey guys, first and foremost what I'm doing right now is thank you so much before anything else for all the communication.
朋友们大家好，首先要谢谢大家，在网络上和我积极互动。
I'm just so thankful for all the emails and tweets and Facebook statuses.
感谢大家的电邮，许多粉丝通过“脸书”与我们互动。
By the way Facebook stuff is really easy to communicate with guys, facebook.com/gary, g-a-r-y.
顺便说一下，我们可以通过“脸书”平台来交流，希望大家多多登陆“facebook.com/gary”。
Come say hey! Come say hey and say that you saw this video. I'd love to say I have some time tonight after the Thin Lizzy to play.
在“脸书”上和大家打个招呼，比如说我今天看了加里的节目等等，今天播放完“Thin Lizzy”后我还有时间。
Got to spend time with the family, number one.
但最重要的，我需要和家人待在一起。
I want to talk about something. It's funny. This is probably a passed around cause I think this is actually good good thought
今天我想谈一些有趣的事情，或许人们早已经知道了，因为它真的是一个不错的想法，
and all that stuff in the beginning is gonna kind of confuse them. So just how I do it folks. It's just real so I know.
前面那一大堆肯定让他们有点混乱，这就是我的风格朋友们，这才是真实的。
Social media. Worst thing that ever happened to social media is the word media.
今天的话题是社交媒体，我觉得对于社媒来说，最糟糕的事情莫过于“媒体”这个词。
I want to talk about that for a second because the word media is in there.
我想先谈论一下“媒体”这个词。
Now that I've spent over a year with VaynerMedia, spending a lot of times with different clients and different agencies.
我在“VaynerMedia”也已经有一年多的时间了，不管是客户还是机构，我们建立了许多联系。
Everybody wants metrics. Everybody wants ROI and I think that's extremely valid and I get it and
所有人都在追求关键绩效指标，所有人都在追求投资回报率，我觉得这都是非常合理的，我非常理解，
ironically, there's plenty of things like HootSuite and Sprinkler and Radian6 and Nielsen has its own version.
但有些讽刺的是，比如像“HootSuite”“Sprinkler”“Radian6”还有尼尔森等等，这些公司对社媒有自己的统计数据。
Social media, you know stats are out there. Hold on Justin don't leave. I know it's your anniversary. Don't leave！
社媒的数据是显而易见的，等一下贾斯丁，我知道今天是你的纪念日，先别走。
But I think the worst thing that ever happened to social media is this word media because
我觉得在如今的社媒领域，“媒体”这个词太过糟糕，
what I do doesn't feel a whole lot like media. You know what I do what our clients like the NHL and the Nets and the Jets
因为我不感觉它像是什么“媒体”，比如说我，比如像我的客户国家冰球联盟，或是像布鲁克林篮网，或是像纽约喷气机，
that have been successful in this space are doing, what brands like Zappos and Starbucks and Forbes, Ford, excuse me and
他们在各自领域发展得非常成功，还有像“Zappos”、星巴克、福布斯，对不起是福特，还有什么像
Comcast and other brands that have gotten credit or some love, Old Spice for being involved in this whole thing
“Comcast”等其它品牌，他们在社媒中的表现赢得了许多赞誉，还有“Old Spice”品牌，
are doing doesn't feel a whole lot like media to me. It really doesn't, you know it feels like customer service.
但我觉得他们所做的事情一点都不像是媒体，真的不像，更像是客户服务。
It feels like giving a crap and I'm really curious it's one of these things that I'm really,
好像对什么都满不在乎，我其实对其中的一些事情特别好奇，
remember one like you would call the Internet the World Wide Web.
我们都知道我们把互联网叫做万维网。
I have a funny feeling and the reason I called Maud, just taped a bunch of Wine Library TV. Maud, get in here.
这种感觉特别有意思，所以我叫马德来帮我录几期“红酒图书馆”节目，马德进来。
I'm a weird feeling that social media is gonna be rebranded. I really do.
我有一种奇怪的感觉，我认为社媒会被重新命名，我真的这么觉得。
I just don't feel like it's gonna be called social media. Now it feels like social media to me where one of the big things that we're doing
我真不觉得它应该叫什么“社交媒体”，我觉得在社媒中，我们正在大规模运作的，
with a lot of clients were "extending" in their media, meaning we're taking the banner ads,
还有我们的许多客户也一直在媒体方面进行扩展，也就是说我们把横幅广告，
we're taking the print and the radio and the television campaigns or extending the story into the web
我们把纸媒，广播，电视广告，还有我们的品牌故事挪到了网上，
and that feels a little social media like to me, you know you're taking the creative
我感觉这才有一点社媒的意思，因为我们进行了创新，
and you're making it more engaging, you're sending it somewhere where you're collecting the data and you're interacting
我们增加了人与人之间的互动，我们收集了数据，我们增加了互动和交流，
has a lot of value, but it doesn't feel like media when you're answering people's question.
这么做才是最有价值的，但在回答别人问题时，我没感觉它像是什么媒体。
Because I never saw a television commercial or a billboard or a newspaper article answer a question
因为我从来没见过有哪个电视广告，或是广告牌，或是报纸上的文章回答过这个问题，
or help when they return or give a reason....You got it? Kaymer! You got it?
或是给出原因的，我没有看到过，凯默尔 你拿到了吗？ 拿到了吗？
Sorry you're gonna be bad for the, but there's a lot going on. It's just never felt to me as though what I've been doing is media.
对不起又断了，手头上有许多事情要处理，回到正题，我从来没感觉我们现在从事的与“媒体”有关。
I've done media my whole life. I bought billboards. I bought banner ads. I bought newspaper ads.
我和媒体打了一辈子交道了，我买过广告牌，买过横幅广告，买过报纸广告。
What I've been doing for the last four years for my brand，for my company，for my show and now for my clients,
但是在过去四年里，我为品牌，为公司，为我的节目，以及为我的客户所做的一切，
doesn't feel like media to me. I just think the word is wrong. You know and I just predict that it's going to change
我都没感觉我和“媒体”有任何关系，我觉得用“媒体”一词是不对的，我预计将来它会有变化，
and I think that it's really hurting a lot of people and I think a lot of agencies and a lot of PR companies
我觉得“媒体”一词让许多公司和个人一败涂地，我真的认为不管是机构，公关公司，
and a lot of brand managers and a lot of companies need to think about this thought.
还是品牌经理人，还是公司，都应该认真考虑一下这个问题。
I'm actually a little bit disappointed that this was so scatterbrained，cause it's gonna confuse a lot of people
非常抱歉今天的节目不是特别有条理，许多人会感到非常困惑，
but I hope you get the genesis and the thesis of this conversation which is that social media is misbranded
但我希望大家能够抓住它的重点，那就是“社交媒体”一词是不对的，
and by its terminology, it's confusing people. They're trying to find out the ROI which is great,
社交媒体这四个字就会让人感到困惑，人们希望获得投资回报率，这么做是对的，
but it's the same ROI as earned media and guerilla marketing, you know chatter is gonna cause some sales
但这和我们在自由媒体，以及通过“游击营销”所获得的回报率是一样的，交流就可以产生销售，
and you're gonna be able to tie that in and that's coming,
你必须要包含这些东西，它们的时代即将来临，
but I think what's much more important is what's the ROI on your relationship with your best friend?
但最重要的是，就拿你和朋友之间的关系来说，你们之间的投资回报率又是什么？
You know I'm curious about that. What's the ROI on opening the door for a woman who's holding two bags
我其实挺好奇的，你为一位手里拿着两袋物品的女士开门，那这个回报率又是什么，
or when a lady gets on a train, you getting up and giving her that seat?
或是你看到一位女士上了火车，你把座让给了她，回报率又是什么？
What's the ROI of manners? What's the ROI of actually caring that extra thank you,
这些行为背后的回报率是什么呢？ 关心他人，向他人说一句谢谢，
that extra hello, smiling at the register. What's the ROI?
说一句你好，向工作人员微笑，这些回报率又是什么？
