OK, so if you’re like me you’re probably sick and tired of purging what I consider ‘spam’ from your inbox. Seriously, with this down-trodden economy and proliferation of solicitation, ‘point, click, delete’ seems to be the new, ‘tell ‘em I’m not here’ in today’s working society. 

So why don’t I even take the time to review what’s presented to me through email? After all, there could be a benefit. I’d like to play ignorant on this matter and just ignore this altogether, but as a student of sociology, my department heads would be a bit perturbed with my failure to respond. OK, so for better or for worse here we go! 

It all boils down to simple social exchange theory. This theory states that ‘actors are viewed as acting in terms of anticipated rewards that benefit them and they tend to choose the course of action that maximizes benefit.’ 

In a nutshell, I’m just not getting an immediate reward or gratification from reading all that ‘spam’ email. So what do I do? ‘Point, click, delete!’ But what if I received some pleasurable reward in response to the email? Would it make me more likely to respond? Hmmm… now there’s a thought! 

So what does that mean to the flurry of email marketers? Perhaps we should renegotiate this whole methodology and figure out what people really want. In my opinion, it’s some kind of exchange that gets a response by captivating or engaging the intended recipient by going beyond the typical. It has to be engaging. 

OK so now let’s test this theory. I’m offering the ‘social exchange’ privilege of having you make me look totally ridiculous in an effort to see if this thing really works. 

So here we go… 

If you’re a music buff like me you know that the Rock & Roll Hall of Fame just recently announced its nominees for 2010 induction.  The acts include ABBA, The Chantels, Jimmy Cliff, Genesis, The Hollies, KISS, LL Cool J, Darlene Love, Laura Nyro, Red Hot Chili Peppers, The Stooges, and Donna Summer. 

All you have to do is select the act you think has the best chance of making it in (or the act that you simply prefer) by submitting a comment to this post. We’ll pay tribute to the act that gets the most votes with a special video presentation. YOURS TRULY will post a video performing a song from that act. I’m not quite sure how this will work, but experience has taught me that folks often get a kick out of other people’s misery! That’s social exchange to the utmost! 

So go ahead and cast your vote. Invite your friends, business buddies, and associates to do so as well. Help to destroy what’s left of this crazy art director’s social integrity. Gosh darn it… I have a point to make!