Social Producer vs. Conductor: Comparisons

by Jay Deragon on 02/10/2010

The marketplace reveals behavior, intent and related methods of who are producers vs. those who are conductors. The producer pushes hard to get results trying everything they can to get user attention and attraction. Conductors merely provide  tools to users who then produce something of their own with it for their own purposes.

There are distinctive attributes that make identifying Producers vs Conductors transparent. As the use of social media grows you can see which conversations reflect the origins as producer vs. conductor.

Producers tend to think differently that conductors. How and what we think and believe is reflected in our behavior. Behavior is a reflection of what we do and say.  While some believe it doesn’t matter as long as you get the result others believe how you get the result is more important.

Comparing the Two

Most people can identify with the difference between a producer and a conductor. All we’ve done is label the behavior and put it into context of transparency created by the social web.

For illustration purpose we will list the behavior that creates the relevant label. In future post we intend on identifying specific organizations that fit the description of either attribute. If we were trying to be politically correct we wouldn’t even attempt to do such a thing for fear of offending certain organizations. On the other hand “we the people” seem to be very fed up with political correctness and it seems that most people would rather be heard rather than stuff their opinions of what serves people’s best interest.

The chart below list some attributes we’ve observed and their subsequent behavior distinguishes them as a producer or conductor. Add to the list for the benefit of all readers so more people, and hopefully brands and organizations, can begin to see and understand the difference.


Producer Conductor
Thinking Scarcity Abundance
Control Collaborate
Contain Transparent
Take Give
Use People Allow People to Use
Results Oriented People Oriented
Marketing Push Pull
Their Message The Buyers Message
Their Needs Buyer Needs
Social is Marketing Oriented Social is People Oriented
Offers Needs
Their Intent Our Intent
Their Talent Our Talent
Their Customers The Buyer
Public Relations Corporate Relations Social Relations
Political Correctness People Correctness
Spin Truth
Being Served Serving Others
Image Control Sentiment Driven
Organizational Acumen Public Acumen
Finance Cost Containment Cost vs.Value
Reduce Cost Improve Value
Revenue Per Employee Revenue Enhancements
Revenue Per Customer Service Per Customer
Sell More Give More
Experience Doesn’t Matter Experience Drives Revenue

There are plenty of other relevant attributes that compare a Producer to a Conductor but by know you should see the contrast in behavior.  As markets continue to mature and “all things social” influences markets the question is which type of behavior will be more conducive to future markets. You decide and feel free to add attributes to the list above.

The conversation is yours.

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