It’s been discussed to pieces but social media is just a channel for communicating with other people. It is not the be-all-end-all. Yes, it can be used for marketing (just like that ad you just saw on your way to work this morning) or to incite political action (as in Egypt) or to let people know when the next event is.
Recently, I was at a women’s business networking event and we were told to discuss resources we recommend for new businesses, and our own goals and achievements. When I talked about blogs (I write blog content for clients, among other things), many of the women started saying things like “I am not on Twitter/Facebook, and I just don’t get it.” My response was this: well, you better learn because people are using these channels to communicate much the way you use the telephone or we used to use the fax or the telex even longer ago.
Social media has become the communication channel of choice for many people. Will people still use the phone? Yes. Will some use the fax? Maybe. Telex, no. In a few years, we will be communicating some other way (not on Twitter or Facebook).We will use what other people are using.
Communicating on social media is just a phone conversation on steroids.
It is about people speaking to other people. Yet, there are many people out there scheduling their tweets, and broadcasting irrelevant news and/or sales pitches. There are people who never attempt to learn anything about the PERSON at the other end of the avatar. People who are too busy looking at their screens to interact with other people at an event. (As an aside, a few weeks ago I was at an event regarding social media, and one of the organizers never introduced herself to anyone and barely looked up from her laptop. And she is supposed to be a social media whiz. Apparently, she knows how to use the tools of social media but not how to be social in real life with actual people.)
Last week, I made a point of having coffee with someone I regularly chat with on Twitter: Diane Danielson (founder of the Downtown Women’s Club). I had traveled up to Boston for my college reunion, and asked Diane if she would like to meet up. It was nice to be able to talk face-to-face, and make a more tangible connection.
In my opinion, the real goal of social media or any other communication channel is to connect, whether it be to converse or to exchange information or to perhaps to sell (products, ideas, services).
So, try to put the social back into social media by realizing you are using it as a way to communicate with other people.
About Deborah Brody
Deborah Brody writes and edits anything related to marketing communications. Most blog posts are written under the influence of caffeine.
