Social Reality: Their Purpose or Ours?

by Jay Deragon on 12/29/2009

When we encounter people and organizations the initial experience speaks volumes to their purpose. Our first experience with people and organizations is with their media. Media now reflects  intentions that are immediately transparent and if not designed with a “social element” the experience reflects an anti-social purpose. Anti-social experiences are not relational.

What Is Your Purpose?

Purpose reflects a person or organizations thinking aimed at  achieving a goal in a given system, whether human or machine. Its most general sense is the anticipated result which guides decision making in choosing appropriate actions within a range of strategies .  Purpose serves the intent of ones actions which are reflected in subsequent communications that relate to said actions. In today’s eco-system of social media one’s purpose is detected by the context of the content people and organizations propagate. Content attracts us to a destination, your site, and when we get to your destination the experience better reflect our purpose, not yours.

What Is Our Purpose?

When people search for information, products or services the purpose is to meet a need or desire. Needs and desires are motivations to “find something”. When we think we’ve found something trying to up sell us with pop up ads, forced registrations or “capture techniques” is not in line with our purpose rather it reflects your purpose. Unless you purpose reflects ours there is no basis for a relationship.  When there is no basis for a relationship we move on looking for solutions matching our initial purpose.

Brands and marketers need to wake up to the social reality that the intent of your media needs to be aimed at serving our purpose not yours.  In a world where time and attention are scare it would be beneficial if the marketplace learned that serving our purpose is the foundation for a potential relationship.  Transactions are motivated by service. There is a marketplace waiting to be served and that ought to be your first purpose.

Our rules of engagement are aimed at serving our purpose, not yours. What is your intent?

{ 13 comments }

Dan Ryan January 7, 2010 at 10:18 am

Social Reality: Their Purpose or Ours? http://bit.ly/4OrP4G

Vinicius Rocha January 5, 2010 at 11:28 am

Everybody have a purpose, do you !? A media purpose ..http://www.relationship-economy.com/?p=8469

Vinicius Rocha January 5, 2010 at 11:25 am

The american way of visioning to where digital marketing is heading in 2010 > http://www.relationship-economy.com/?p=8469

Ted Vinzani January 4, 2010 at 8:24 am

RT @gacconsultants: Social Reality: Their Purpose or Ours? http://bit.ly/4OrP4G

Mark Harai January 4, 2010 at 8:20 am

Social Reality: Their Purpose or Ours? http://bit.ly/4OrP4G

Connie Bensen December 29, 2009 at 8:42 pm

Hi Jay,
Thanks for the preview of this. I think it’s excellent.
The new marketing is based on service. If people don’t need the service or don’t receive good service, they will go elsewhere.

And to get their attention, you need to appeal to them where THEY are at in the buying cycle. Just tossing a message out in the wind isn’t going to be as effective (people are getting very good at tuning all that out). They are choosing how they are consuming information (and that will mean less & less ads & traditional marketing material).

Connie
@cbensen
.-= Connie Bensen´s last blog ..Pepsi Bypasses SuperBowl in order to Build Community =-.

JeroenSpierings December 29, 2009 at 7:45 pm

There is a marketplace waiting to be served and that ought to be your first purpose http://bit.ly/7FOYqj

Steve Koss December 29, 2009 at 3:20 pm

RT @HKotadia Social Reality: Their Purpose or Ours? http://bit.ly/8LTmP5 #sCRM #PR #CMO #SM

Local_Marketplace December 29, 2009 at 3:20 pm

RT @HKotadia Social Reality: Their Purpose or Ours? http://bit.ly/8LTmP5 #sCRM #PR #CMO #SM

Harish Kotadia December 29, 2009 at 2:02 pm

Social Reality: Their Purpose or Ours? http://bit.ly/8LTmP5 #sCRM #PR #CMO #SM

JeroenSpierings December 29, 2009 at 1:45 pm

There is a marketplace waiting to be served and that ought to be your first purpose http://bit.ly/7FOYqj

Business 3.0 Tech. December 29, 2009 at 12:10 pm

Social Reality: Their Purpose or Ours? http://bit.ly/4OrP4G When we encounter people and organizations the initial experience speaks volum..

Warren Whitlock December 29, 2009 at 7:40 am

Sometimes my purpose is to buy. Sometimes I’m just wandering around hoping someone will tell me why I’m there.

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