When you call someone a dope usually it creates an offense. When you do dopey things people assume you are a dope. So lets examine the dopey side of social and consider what one might call “dopey” or stupid.
Stupidity, or dumbness, is the property a person, action or belief instantiates by virtue of having or being indicative of low intelligence or poor learning abilities. Stupidity is distinct from irrationality because stupidity denotes an incapability or unwillingness to properly consider the relevant information. It is frequently used as a pejorative and consequently has a negative connotation.
There are plenty of dopey or stupid things people and organizations are doing with social media. Here are my top ten:
- Limiting their thinking to “social media” as only a channel for marketing
- Not “thinking” how their actions, words and deeds reflected in using social can hurt them
- Posting “social job” descriptions which reflects their lack of understanding all things social
- Using social to “collect” people to use for selfish purposes
- Promoting their brand as “social” while their web site is anything but social
- Not looking at their entire enterprise as a “social ecosystem”
- Thinking that “corporate social media policies” will solve cultural and relational problems
- Using social for public relations without putting the public into those relations
- Being publicly arrogant and ignorant which go hand in hand
- Trying to measure the rate of change without considering what is changing
The Opposite of Dopey
The opposite of dopey is wisdom, knowledge and doing smart things. Wisdom comes from experience and applied knowledge. Smart things reflect the use of wisdom and knowledge to do things that make other things better. So in order to determine who is using social media to do things that make other things better you have to look for people and organizations who are improving things by using social media. Finding people and organizations who are improving things by using social media goes way beyond looking at short term marketing results from many who are creating those results.
Creating short term marketing results does not reflect the use of social media that makes other things better accept maybe short term marketing results. Short term results can only create long term value if the things you do are systemically aimed and integrated at making other things better. So ask yourself the following questions and your answers will determine whether your intents are dopey or smart.
- Are you using social only as an additional marketing channel?
- Have you or do you intend to hire someone to “manage” all things social?
- Have you identified what problems social will solve or create? Ask Nestle
- Is your web presence designed, configured and enabled to be “social” based on the users definition? Ask every brand.
- Is your definition of “Public Relations” the same as the “Public’s Relations“?
- Have you mapped out your internal social ecosystem to the external social ecosystem? Do you know how?
There are plenty of others questions I could add but by now I hope you get the point. Unless you think and view “social” as a systemic dynamic and plan accordingly any and all results will be short term. However, some short term results can cost you dearly in the long term. Get it?