Part of my consulting business is helping companies understand social media so they can embrace it in a way that makes sense and, hopefully, helps them grow. My approach is grounded in the belief social media a new and different way to do business but the various services are just tools that complement a communications, marketing and sales arsenal.
It’s one of the reasons why so much of the chatter about social media by social media evangelists, consultants or thought-leaders is so, well, unsettling. For example, I saw this tweet from someone who’s a high-profile social media entrepreneur: “the most important thing a business can give it’s people on twitter is each other.”
While it is probably rooted in a good idea it’s just another example of the bubbly babbling that permeates the landscape. It is language that features words such as “engage”, “conversations”, “relationships” and “community” – words that are used over and over again like a New Age mantra.
It seems that everyone is talking the same mumbo-jumbo rather than talking about why a company should use social media and what they could get out of it – things like more leads and sales.
To be honest, social media has evolved to the point where it’s no longer a novelty, although many people are still trying to get their heads around how or if it should be used. As a result, we need to move beyond the cheerleading/rah-rah stage about how wonderful social media can be and how it’s the greatest thing since sliced bread. Social media can be a valuable tool for individuals and companies but maybe it’s time to treat it more seriously rather than continuing to focus on sizzle rather than the steak.
Perhaps I’m sitting a little too close to the fire and, as a result, starting to get burned by the banter. But I can’t be the only one getting tired of being engaged in a conversation about building relationships with communities, right?
Agreed. Totally.
We don’t have these types of “cheerleading” sessions about now mundane tasks like email or web sites — but for some reason the world is still full of consultants with Powerpoints (which all look the same) proclaiming how companies have to “get with” social media or fall behind.
The problem is that there’s never much advice on how to “get with” social media — and my theory is that social media also encompasses the boring stuff that we’d already gotten tired of talking about.
Web sites? Social media means you convert that awful Frontpage based web site you haven’t updated in 3 years to WordPress. Add some widgets while you’re at it.
Search? Social media means you participate in areas like Twitter, LinkedIN, Facebook where increasingly people are making purchasing decisions — OR influencers are researching purchasing decisions.
Problem is that most of the actual social media tasks are less exciting than the Powerpoints that the consultants enjoy showing over and over and over…
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I can’t agree completely, I’m afraid, Mark. Whilst I do concede that there are a great many “Gurus” who damage the overall message with their one-sighted view, and yet more who feel they need to say something just to keep pace, and so spout utter rubbish, Social Media does rely on connections more than anything else. It’s hard t create connection without forming communities or, in reality, Special Interest Groups.
It does smat of Corporate-Speak, but it would also be folly to participate in Social Networks with Sales and Leads in mind, from the start. Would you go to a “real world” business networking event to make a sale? You’d be lucky to. You might just make a connection which results in a follow-up meeting. And sales may follow. Use SM for selling, and you’ll be lost in a sea of network marketers.
“But I can’t be the only one getting tired of being engaged in a conversation about building relationships with communities, right?”
I respectfully disagree, in part. The idea of how to effectively build relationships with communities (well beyond a business/consumers/clients perspective) pre-dates social media and will live well beyond it, simply because it has nothing to do with tools or technology, or business.
I’ve found it kind of funny since the advent of things like “unconferences” and adoption of social media by business that suddenly they’ve “discovered” community. From a non-profit/community/charity perspective, this is old hat. It’s popular education, community development, engagement, “empowerment” (hell, if you’re sick of buzzwords, try diving into our sector for a while!). It’s lovely that the business community has come around to realize that there are actual humans around them, but, guess what?
You still don’t “do” community well, and it’s constantly evolving (as it is for us, as it always will be) and it’s great that you’re trying to figure it out. While it’s a bit tiresome to see the corporate world start to glom on to this like it’s some sort of revelation (kind of like the capitalist who spends their live raping and pillaging for the almighty dollar, then suddenly recants in old age and becomes a charity darling), the discussion will continue to happen and needs to happen.
Where I do agree is with the notion of “bubbly babbling.” If this is all it is, sure, it’s annoying and pointless. But, if it gets to a depth that actually creates some semblance of something deeper, better, bigger, then, bravo.
“To be honest, social media has evolved to the point where it’s no longer a novelty…”
Also have to disagree a bit here. We live in our own little bubbles here, assuming that everyone “gets” social media. Quite untrue, like with any technology. The digital divide is real. Digital illiteracy is real. Understanding the fundamentals (like helping someone understand how to use their computer) will always be part of our reality.
But, yes, we do indeed need to bet past the “Social Media BullS#%t.” We can agree that we need to “focus on sizzle rather than the steak”, but if some folks are working their way through the sizzle in order to get to the table and really bite into the meat, then that’s not a bad thing, as long as it’s “authentic”, “transparent”, “engaging” and actually seeks to “build community.” ;-P Otherwise it’s just old school BullS#%t marketing.
Maybe we should ban the word “conversation” to be replaced by _______________? Ideas. Agree with your thoughts entirely.
I agree Mark. If I hear one more social media guru tell me that it’s “all about the conversation” I’m going to puke.
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You speak truth. Social Media is a new element in my job and as I research articles online I find I keep saying to myself: “Tell me something I don’t know!” I finally took matters into my own hand and tried coming up with practical tips e.g. Don’t use too open ended questions like ‘What did you think?’, instead go for targeted open ended-ness like “What was the highlight moment/feature for you?”
To me, this is more helpful then: “Be sure to engage your visitors!”
I think it’s all relative, Mark. Some see those “engage the community in a conversation and build relationships” mantras as tiring now, but they are usually the early adopters who have been in the fishbowl for a while.
For example: I take my car to get fixed (something I know nothing about). The mechanic looks at the engine, and says, “Dude, if i added a 3.0 converter gizmo there by the metal bracket thingy, you’d get 10 more miles to the gallon.”
I’d say, “Great, I never knew that. Thanks!”
He’s thinking, “I’ve already sold 20 of those today, what a great way to make a living.”
My point is, social media is still new, untried and scary for a lot of people.
Cheers!
John.
Too many so called “experts” and not enough expertise.
I agree with much of your post. However, I find that every person on Twitter uses it for different reasons. I myself stuggle with the idea that sometimes I want to share information for my followers that I think is value-add. Other times I want to make some personal comments. Lastly I struggle even with who to follow because at a certain point it seems impossible to keep track of everyone and everything. I am still figuring out how and why I want to use Twitter. But in some cases, there is a conversation going on with a few people and with others a different kind of connection.
Keep up the great work!
Thanks for sharing. And yes, I agree, with the notion that people are recycling the same old phrases and buzzwords with such tenacity, that it’s gone from slightly annoying to “seriously? do you even know what you’re saying?”
Whenever these is something new out there, people move in waves in adoption, and the lagers sounds a big lame. But here’s the thing. What we’re talking about behind the Social Media BullS#%t verbiage, is, like Marco points out, not new. It’s as old as we are, and it’s here to stay. As long as we are. But I agree – we need to think more deeply about each situation and utilize what we’re currently working with in the most interesting and productive ways rather just babble on about rainbows and unicorns.
Hi Mark,
You said what I am thinking…
Tell me about it. Re: “But I can’t be the only one getting tired of being engaged in a conversation about building relationships with communities, right”.
I seriously have social media blah blah burnout. I hear this kind engagement theory talk crap every day. Some people seriously get off on showing you how good they are at using these buzz words and explaining the “conversation”. Those people just like to hear themselves talk. It makes them feel fuzzy and warm… and important. But I only want to splash water in their face and run away; however, I usually end up zoning out or slowly edging away an inch at a time. Then I make an effort to avoid them in the future. But that’s just my opinion.
Thanks for the article!
The issue seems to me that the social media gurus and practitioners have not done their homework.
When, for example, you use the term conversations it lost likely is used in the wrong context. Read The Cluetrain. That is where I first discovered the phrase. I have the rights to the book and use it in my courses (communications NOT social media) and it is the foundation of whatever this thing is we have now (SM, Web 2.0 etc etc )
I ask audiences that I speak to who has read this book. Sadly too few have read it. I do not believe you can effectively use this term unless you understand what the authors were trying to say?
Most social media flies in the face of the Cluetrain ideology – it (SM) is no different than marketing happy speak and brochure-ware buzz words.
The Cluetrain is about getting real. And of course getting a clue.
I also have met quite a few so-called SM gurus. They simply do not have the business experience, the online experience nor the depth of understanding of critical business decision making to move the needle for clients.
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Hi Mark. I’m constantly amazed at how someone on Twitter can amass 70,000+ followers, proclaim themselves a social media “ninja”, crank out a book and regularly decry the notion that business doesn’t need to measure ROI.
I call it social media for stay-at-home Moms.
Mark I agree with you 100%. Twitter and social media is part of a business strategy to help with things like increasing sales or improving customer service. It frustrates me when people say you should not assign an ROI Social Media. One social media expert often remarks that a “kitten dies when someone” mentions social media and ROI. There should be some benefit and goals for the initiatives that offset the time spent.
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[...] advice about social media is irritating me. And Mark Evans, who inspired this post with “Can We Stop The Social Media Bull$#!% Already?” (great post [...]
Why “Thank You” In Social Media Goes Largely Unnoticed | Gawer.net
[...] advice about social media is irritating me. And Mark Evans, who inspired this post with “Can We Stop The Social Media Bull$#!% Already?” (great post [...]