Syzlak’s SEM

It all stemmed from this test. Streko had tweeted (is that the past tense verb of one who has logged into twitter and posted) the test, so I decided to take it. The first question asked me to identify the phase that is commonly attached to the owl in…here’s the pic:

 

I had to know that the owl’s caption was O RLY? I did, and then I moved on to answer all but 2 questions correctly (207) on this test about various web memes. Since I did so well and because I’m arrogant (207), I sent this off to a friend of mine, who is also in the business. The conversation follows:

Luke: what the hell?

Syzlak: ?

Luke: what caption is this owl known for?

Syzlak: yeah. It’s a test.

Luke: WTF?

Syzlak: The idea is that you answer based on the options they give you

Luke: is horrible, this quiz

Syzlak: it’s a little slow yea

Luke: i am done with it

Syzlak: wow that was fast, what’s your score

later…

Syzlak: …too embarrassed?

 

I then assumed that he got through the first 3 questions and then bailed…if he got that far.

So, why do I care? Are memes that interesting or important? No, they aren’t, well, at least they shouldn’t be. I mean, outside of my web personality as Syzlak (that’s right) does any of this shit ever come up in conversation? Actually, yes. I do verbally say “O RLY” and I have uttered the phrase “I can haz [insert inanimate object]?” I find myself referring to online personalities by their handles not their names, I comment on forums like I’m replying to tweets. I’ve sang the bananaphone song, the minute our team got back from SXSW I watched the infamous Facebook interview. And yes, every once in a while, I am the man now dog.

Should my friend have known what was going on the minute he saw that owl? Not necessarily. There are many people in our society that simply do not follow culture. I’m sure a coal miners’ view of the world is a bit smaller than mine. However, when it comes to coal miner culture (starting to regret this example), I’m sure there’s quite a bit that they would consider to be important cultural knowledge. So, do memes matter? Yes, I think they do, and thinking that they don’t only limits one’s scope as a search marketer, social marketer, etc. Traditional marketers would watch cartoons to learn what’s hip for kids; therefore, web marketers should watch the web.