I know, bear with me.

Something is a “WORK” if it is fake and scripted and done to achieve a specific goal like 99% of wrestling is. However, when it is real and unscripted and occurring by happenstance or when a wrestler is telling the truth and not in character it is referred to as a “SHOOT.”

Guess which gets more attention? Just go to YouTube and search for “shoot interview.” Tons of views, attention and interest from the wrestling community.

The UFC is quickly becoming the most interesting and popular fighting sport. Why? Because it is or at least perceived as being real, spontaneous and relevant.

Companies need to stop trying to ‘WORK” the crowd so much. Social Media needs to be a place for companies to “SHOOT’” more and “WORK” less.

Social Media is the UFC of media. New, real and relevant. It can’t be treated like an old form of media.

Being real counts for a lot to today’s consumers and the emerging social media allows companies to embrace that. I know I can spot a spam scam a million mouse clicks away and I steer clear.

Companies should not fool themselves. These days it is common knowledge that wrestling is fake, politicians pander and your post is totally fake.

You’re not fooling anyone.

Awesome post Eric.