If a conversation takes place online and you’re not there to hear it, did it really happen?
Conversations do not fall into a black hole never to be heard again. And, there is no event horizon preventing their escape.
The social effect is more powerful than we realize. The truth is that if one voice or a chorus of voices finds the right audience, not only will businesses realize that conversations are taking place, they will find a miraculous cure for deafness. And rather than merely reacting, they’ll take the position of leading situations and opportunities.
While showing up to the party represents a noteworthy effort, a bona fide social media strategy this checklist does not make. Creating presences, listening to conversations tied to keywords and superfluously responding to updates and questions creates a facade of engagement that is at best trivial. And, quite frankly, without a true investment of intention, attention and conviction (I.I.A.C.), we minimize the opportunity before us as well as the thoughts, emotions, and overall potential of our communities rich with would be advocates and influencers.
We’re approaching the last bits in this series of conversations where Chris Beck, founder of 26dottwo (@26dottwo) and I examine the state and future of social media.
In this installment we review the various aspects and formalities of bringing a brand alive, truly alive in social media. Everything begins with establishing the rules of engagement in order to define the boundaries, context, and objectives for conversations. Guidelines such as “don’t be stupid,” “use common sense,” “stay positive,” are not the most useful approach to steering representatives or consumer experiences.
It’s said that opposites attract. However, in social media, it’s quite the opposite. The idea of privacy and publicity are in fact at odds with one another. And at the heart of the matter, one social network is caught in the crossfire of sharing information and TMI (too much information). The line that separates privacy and openness remains undefined as it continues to shift as individuals learn important life lessons about the benefits and risks of living in public.
In the next installment of discussions exploring the state and future of social media, Chris Beck, founder of 26dottwo (@26dottwo) and I review how relationships online are evolving from social networks to social “nicheworks” or contextual networks.
We live in amazing times. Perhaps what makes it so special is that the present is rewriting the future for so many things held sacred over the years. So many industries, processes, politics, beliefs and myths clouded or seized our responsibility and capacity to force innovation and ultimately the change that is needed and long overdue. At the root of this however, is what fuels evolution and revolution…
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.
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.
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
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.
Brian Solis is principal at Altimeter Group, a research firm focused on disruptive technology. A digital analyst, anthropologist, and futurist, Solis has studied and influenced the effects of emerging technology on business, marketing, and culture. Solis is also globally recognized as one of the most prominent thought leaders and published authors in new media. His new book, What's the Future of Business (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold and flourish 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. Prior to End of Business, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.