Today I mentioned that 15 years late, I had finally put a name on a past adolescent problem : patellofemoral pain syndrome (PFPS). As far as I understood, it is a growth related muscle unbalance that solves itself when the body reaches maturity.

As usual with most of my microblogging, I dispatch the 140 chars to several sites using and then follow the conversation wherever it eventually happens. In that case, a conversation developed on Facebook. Friends asked questions and gave their two cents – business as usual.

And then an interloper cut in : “Jean-Marc we can help correct your patellfemoral pain syndrome. It is the mal-tracking of your patella. Check us out at”. It is not entirely spam at first sight because it is actually on-topic and even slightly informative. But it is not really taking part in the conversation either because it is a blatant plug for an infomercial site. So spam it is, but cleverly targeted at a niche audience.

I does looks like all the blatant plugs that we have been seeing for decades in forums and mailing list – usually for a short time after which the culprit mends is devious ways or ends up banned. But there is an innovative twist brought by the rise of the “real-time web” : the power of keyword filtering applied to the whole microblogging world is the enabler of large-scale conversational marketing. Obnoxious marketers attempting to pass as bona fide contributors to the conversation are no longer a merely local nuisance – they are now reaching us at a global scale and in near real-time.

Marketers barging in whenever someone utters a word that qualifies their niche are gatecrashers and will be treated as such. But I find fascinating that we now haveĀ  personalized advertising capable of targeting a niche audience in real-time as the qualifying keywords appear. Not that I like it, but you have to recognize it as a new step in the memetic arms race between advertisers and audience.

Imagine that coupled with voice recognition and some IVR scripting. Do you remember those telephone services where you get free airtime if you listen for advertising breaks ? Imagine the same concept where during the conversation someone – a human, or even a conversational automaton – comes in and says “Hey, you were telling your boyfriend about your headache ? Why don’t you try Schrufanol ? Mention SHMURZ and get the third one free !”.

Even better, add some more intelligent pattern recognition to go beyond keywords. The hopeless student who just told his pal on Schmoogle FreeVoice telling about his fear of failure at exams will immediately receive through Schmoogle AdVoice a special offer for cram school from a salesdrone who knows his name and just checked out his Facebook profile. You think this is the future ? This is probably already happening.

15 years late, I finally put a name on my past adolescent problem : patellofemoral pain syndrome (PFPS) – growth related muscle unbalance.