I’ve been following this idea around my head for the last week: “All media is social.” It did not start out as a mantra, it started as more of a “i think i think this” kind of idea. Clear, huh?
A year ago, I began speaking on the topics of social networks/social media/social influencers and from that point I’ve been a sort of social enthusiast, evangelizing the lost to enter into this new world of connectedness. In the advertising world, where I spend most of my life, this is THE sexy genre of the moment, so it pays for me to lead the cheering as much as I can. But every once in a while, I have to stop, and let everyone know that THIS IS NOT NEW.
Media, defined as “a set of tools for communication” has always been social. There cannot be communication without a sender and a receiver. Simple enough. Newspaper – social. Movies – social. TV commercials – social. Radio spots – social. The weekly Target circular – social. Message sent/message received/message shared, the criteria for social has been met.
And none of these communication channels are new. The new channels are the ones that know-it-alls like me champion as the new era of social media. Do I need to mention them by name? Just watch the 10 o’clock news and you will hear at least one mention of Twitter or Facebook…that’s one mention per segment. I don’t care how much I love Twitter, if I hear about it on again on TV, a warranty is going to get cashed in.
In our fascination with the new, and the race to be a part of social media, we sadly neglect the most valuable asset of communication – Engagement. “Who cares?” and “Why?” need to take precedence over “Where?” and “How fast can we get there?” Engagement is addressed by asking the right questions. Can a newspaper be a platform for effective engagement? Dear God yes, just look at the letters to the editor following the printing of a well-crafted insightful article. Can Twitter be a platform for effective engagement? Post something about Dell, and you’ll quickly find the answer to that question. How about a flash mob in a train station?
The point of engagement is this, are people being treated as people? Are they being drawn in to be a part of an exchange of ideas or an experience? Are they benefiting in such a way that they feel like their life is better as a result of associating with a product/service/brand? Adopting the new tools is easy. Using them to make a difference is the challenge.
Faris Yakob brilliantly sums it up this way:
“The key is to produce something that both pulls people together and gives them something to do.”
And on that note, I’m off to Tweet something to my wife who is sitting across the room.
Almost Everything I Know About Social, So Far….
…Can be found in these amazing presentations that aren’t mine.