Social Media’s Critical Path: Relevance to Resonance to Significance

If Social Media warranted a mantra, it would sound something like this, “Always pay it forward and never forget to pay it back…it’s how you got here and it defines where you’re going.”

This intentional form of alternative giving is referred to as “generalized reciprocity” or “generalized exchange.” And, the idea of giving something to one person by paying another is credited to Benjamin Franklin, which contributes to the definition of “pay it forward.” The capital of this social economy is measured in these productive relationships and those relationships are earned through the constant acts of reciprocity, recognition, respect and benevolence.

CRM magazine Influential Leaders: The Engager

Reprint of CRM magazine, August 2010

Influential Leaders: The Engager

by Joshua Weinberger (@kitson)

Brian Solis blogs circles around you. He also posts, updates, and twitters faster than you can, helps develop graphics prettier than yours, and analyzes patterns in public discourse long before you ever see them show up as a Trending Topic. In short? Solis—as principal of consultancy FutureWorks, cofounder of the Social Media Club, speaking-circuit fixture, and best-selling author—is a content and communications machine.

Video: Checking-in as a Form of Social Currency

In part six of a series of conversations that explore the state and future of social media, Chris Beck, founder of 26dottwo (@26dottwo), and I check-in with FourSquare and other geo-location networks. We review how these location-based networks open new channels and dynamics for online and offline connections. We also examine the nuances of “checking-in” as a form of social currency and implied endorsement. Essentially, there are cultural and economical aspects with tying your “personal brand” to the locales you visit. You lend your reputation and audience and over time, you will be increasingly rewarded for doing so. More on that subject here, “FourSquare Means Business: Have You Check-In Yet?

Video: Is Social Media Burnout Imminent?

In part four of a series of conversations discussing the state and future of social media with Chris Beck, founder of 26dottwo (@26dottwo), we review the prospect of social media burnout or social network fatigue (SNF). We also explore the evolution of privacy and the willful exchange of what used to be private or sensitive information and content for the semblance of value and rewards. Those rewards could be as simple as reactions, responses

5 Not-So-Easy Steps to Managing Your Brand Online

Unless you literally run your business with your ears plugged and your eyes covered, you are aware of the importance of social media and its impact on both brand and bottom line. However, while social media is the topic du jour in mainstream news, on blogs, in books, at conferences and at your local Starbucks, we may still underestimate its overall promise and potential.

Tweet This! Twitter Pushes Its Own Button

It’s no longer a matter of answering the micro riddle, “to tweet or not to tweet.” Twitter helps you simply Tweet everything that moves you. While this capability has existed through third-party services over the years, Twitter is rolling out a dedicated function to harness the power of the “interest graphs” that you weave.

Video: Media Consumption vs. Usage and the New Role of Digital Sociologists

In part three of a series of conversations discussing the state and future of social media with Chris Beck, founder of 26dottwo (@26dottwo), we review media consumption and usage and how in social networks, individuals are in control of defining their own experiences. As such, organizations are now required to study the cultures of each community in order to learn how to best establish a presence to equalize the dynamics of engagement.

Please Repeat: Influence is not Popularity

…and popularity is not influence.

In social media, influence has taken center stage. With the spotlight perfectly fixed on the “me” in social media, a large shadow is now cast over the “we” that defines the social web. As individuals begin to realize the possibilities and benefits that surface as a result of building connected social graphs, a very public exploration to find the balance between influence and popularity unfolds.

Video: Facebook as an Advertising Medium + Media A.D.D.

In part two of a series of conversations discussing the state and future of social media with Chris Beck, founder of 26dottwo (@26dottwo), we review the viability of Facebook as an advertising platform. The discussion brings up elements introduced in my recent post introducing the concept of The Last Mile and how everything begins with the First Mile. We also review the ever-thinning attention span (Media A.D.D.) and ideas introduced in Part Two of the Hybrid Theory Manifesto.

ROI Doesn’t Mean ‘Return on Ignorance’

The new world of Social Media is among the most actively analyzed, misunderstood, and at the same time, celebrated mediums affecting businesses today. At the very least, it introduces a renewed sense of vigor that is challenging creativity and convention and also inspiring more human connections in the process. Social Media also introduces new channels and methodologies to drive and measure sales, service, and marketing. As such, discerning business executives seek direction to evaluate the opportunity costs associated with new media as well as establish the ROI of engaging in popular networks such as Facebook, Twitter, and YouTube.

ABOUT ME

Brian Solis is a digital analyst, anthropologist, and also a futurist. In his work at Altimeter Group, Solis studies the effects of disruptive technology on business and society. He is an avid keynote speaker and award-winning author who is globally recognized as one of the most prominent thought leaders in digital transformation.

His most recent book, What's the Future of Business: Changing the Way Businesses Create Experiences (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. In 2009, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.

Contact Brian

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