With all of the momentum social media has earned over the years, the reality is that still today, it is very much siloed in marketing. The aspiration of using social technology to build a social business is not yet within grasp. In many ways, social media is much more about media than it is about opening two-way channels for interaction where information, empathy, and resolution travel inward and outward with all parties walking away with a sense of value and affinity. For what is a relationship without benefit or bond?
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.