Social media is a tool and a mindset
December 22nd, 2008 @ Paul Chaney
A recent post by my good friend *John Jantsch asserts that "social media is a tool, it's not a religion, there are no real rules and we are experimenting every day."
While I tend to be zealous about the use of social media for marketing purposes and very evangelistic its promotion, I do agree with John that social media is a toolset. Where I do find myself at variance with his assertion is when he says these are "just" tools.
As with any tool, those associated with social media must be used in accordance with their design. You don't use a hammer to screw in a bolt and you don't use a saw to drive a nail. Similarily, there are certain "rules" that govern social media engagement and John hits the nail on the head (pardon the pun) with this declaration: Don't be rude. Don't be boring. Give to get.
However, there is a fallacy and even subtle danger in suggesting, especially to those either uninitiated or newly initiated in social media, that it's just tools. There is more to it than that.
Social media is also a mindset.
I have to go back to the "bible" of social media, the Cluetrain Manifesto, and reference the very first of the 95 Theses – "Markets are conversations."
What I'm seeing, especially with Twitter, are some disturbing trends:
- Automation – This includes autoreplies and scheduled posts.
- Old-school, direct marketing-oriented "pitching."
The worst of the worst is when those two trends are combined. The auto-response subverts the need for real human interaction and the upfront pitch subverts any need to build real, human relationships (to whatever degree that's possible in Twitter).
Both fly in the face of what social media is all about and I'm grieved that the most conversational and human of all social media tools, Twitter, is being turned into nothing more than a marketing machine. (Same with Facebook too, for that matter.)
I like what blogger David Risley had to say on this matter in a post from a few months back…
"There will always be some who will flock to a new social media site in
order to game it for cash. They see it as a huge pool of eyeballs that
need to be driven to their website. And, of course, Twitter is a good
medium for that. But, it has to be used PROPERLY and with social tact.
You need to be a good community member first, and marketer second."
order to game it for cash. They see it as a huge pool of eyeballs that
need to be driven to their website. And, of course, Twitter is a good
medium for that. But, it has to be used PROPERLY and with social tact.
You need to be a good community member first, and marketer second."
I don't mean to be unreasonable or over-reactive. It's just that bad things happen to good technology when marketing people get involved. Look at the evolution of blogs over the years. What was once referred to as the "last form of honest advertising" is now an untrusted medium, according to Forrester.
A medium built on the stalwarts of "authenticity" and "transparency" has de-evolved to something that is, at times, farcical (see here and here) thanks to marketers. Now, something similar is happening with Twitter.
I'm not suggesting that, other than Twammers, people have surrepticious motives. Rather, they are either misinformed or ignorant of social media mores and folkways. They just don't know any better (And, if they do, then shame on them.) and it is incumbant upon us "kool-aid" drinkers to help them get it.
Call me a purist if you wish, the fact is, old-school marketing doesn't work in social media. Dare I say it again, "markets are conversations" and "participation is marketing." If you're unwilling to adopt that mindset you have no business trying to ply your wares using these tools.
I'm not opposed to experimenting with the medium. However, I am unwilling to prostitute it simply to generate a more favorable ROI.
(One suggestion: If we're going to experiment, let's find a way to do so in a more controlled environment than in the full-on entirety of the blog or social media spheres.)
Bottom line: Social media is tools, but not "just" tools. It's also a mindset. If you're going to use the tools, do so in the way the way they were designed and intended to be used.
*=Just to be clear, I have the utmost respect and appreciation for John and his point of view. He was a recent guest on Bizzuka's User Friendly Thinking radio show and we enjoyed a great conversation. He is a man who has the utmost integrity, honesty and authenticity. He is my friend and has been for years. I have learned a great, great deal from him and am deeply appreciative of all that he has taught.
Comments
Category : Blogging &Business Blogging &Marketing &Social Media &Twitter
Jason Baer
3 years ago
Thoughtful post Paul, and something I’ve been considering too.
It’s not just tools. Social media isn’t the new Web site. Or the new print ad. Or the new email. Fundamentally, it changes the way people connect, and more importantly perhaps, the way people connect to companies.
To me, social media is about humanizing brands that have historically been anything but human.
The “tools” are just conduits for that process. Which is why getting too married to one or more of the existing outlets misses the point. One of my own goals for 2009 is to actually do less on Twitter and more on FB and LinkedIN, and start working in some other areas too.
Nice job on the post, and Happy Holidays.
-j
John Jantsch
3 years ago
Hey Paul you are a complete cretin for challenging my words, who did you sleep with to get on this blog anyway . . .
actually Paul, we are apart only by degrees perhaps – while I do see you as a purest, and thank goodness for all of you, I’ll always side towards more of a tryist.
I am certainly overstating my case about tools as a way to thwart a little of the holier than thou talk in social media circles that chases some small biz folks away from even dipping their toe in the water.
The point is that every marketing medium ever created is just a tool because marketing is just a tool, a tool to achieve business objectives, whatever they may be.
My single soap box point is this . . . focus on objectives and select the means to achieve them, whatever that may be.
You know I’m a huge fan of social media, but let’s keep it in perspective lest we get blindsided by the next new thing. (I wonder what the chatter on twitter would have been the day TV was unveiled.)
Thanks for attempting to keep me honest, you’ve got a long way to go on that front. Color me a fan!
Paul Chaney
3 years ago
“Fundamentally, it changes the way people connect…”
I couldn’t have said it better Jason. In fact, I didn’t and, therefore, very glad you did.
Paul Chaney
3 years ago
I’m glad we can look at the jewel called social media, each see different facets, then have an open, honest and friendly dialogue. As to fan status, likewise. I “heart” DTM!
Martin Edic (Techrigy)
3 years ago
I just got followed by a brand (which will remain nameless) that was following 3000 people, had 3 followers and 3 updates. This idiocy is the result of someone seeing a marketing opportunity where there was none and not understanding that this kind of thing can backfire very broadly. They have annoyed 3000 people! A lot of those people are going to respond negatively. We do social media monitoring and we’re increasingly seeing more of this spammy behavior and the backlash it can generate.
Social media is a self-regulating communications layer and should be treated as such by always adding value specific to the conversation you are in
Lee Erickson
3 years ago
Paul, totally agree with the mindset part. It’s like parenting, you don’t get it until you’ve actually done it. It’s a different way of thinking and you have to dive in and experience it before you can make the mental shift.
I think it will take a while for everyone to see how conversation, educational and informative content, and transparency will ultimately drive sales for businesses. It’s a longer process and takes more resources so management is pressing for ROI.
10 years ago clients used to ask me, “Do I really need a web site? What’s the ROI in that?” That’s a silly question today. I think in 12-18 months, for B2B companies, asking whether they should engage customers via social media will also be a silly question.
But I guess I’m preaching to the converted.