Sound harsh? Well it is meant to grab attention and make any leader reading this post think. The opposite of mindless is meaningful use of something. To create meaning requires one to think strategically beyond existing conditions.
From Social Media to Social Strategy (I highly recommend you read the entire article by Umair Haque)
Umair Haque writes: The “message” of the Internet’s social revolution is more meaningful work, economics, politics, society, and organization. It promises radically more meaning: to make stuff matter, once again, in human terms, not just financial ones.
Yet, most “social media” strategies have one or more of three goals: to “push product,” “build buzz,” or “engage consumers.” None of these lives up to the Internet’s promise of meaning. (the opposite of meaning is meaningless) They’re just slightly cleverer ways to sell more of the same old junk. But the great challenge of the 21st century is making stuff radically better in the first place — stuff that creates what I’ve been calling thicker value.
Organizations don’t need “social media” strategies. They need social strategies: strategies that turn antisocial behavior on its head to maximize meaning. The right end of social tools is to help organizations stop being antisocial. In fact, it’s the key to advantage in the 2010s and beyond.
Here are seven social strategies that are turning yesterday’s zombieconomy upside down. They’re what I look for when evaluating investments, innovations, and ideas across the social mediascape. (summary below)
- Character. Most organizations have no character, in the traditional sense of the word. They’ll never stand up for what’s right, noble, or true.
- Control. Most organizations are run by bosses. By contrast, an organization with a social control strategy radically decentralizes decision-making, giving the control that was formerly vested in echelons upon echelons of managers directly to people, communities, and society.
- Creativity. Most organizations are, from an economic perspective, brain-dead: they are unable to come up with newer, better ideas consistently and reliably.
- Culture. Culture is how an organization makes sense of the world, a set of assumptions internalized by all its members.
- Clarity. The clarity strategy is perhaps the simplest. Most organizations are flying blind: they have limited visibility about changes in the marketplace.
- Cohesion. Relationship inflation is the most visible sign of social media decay.
- Choreography. Most organizations seek “high performance.” Today, performance is no longer enough: excelling in yesterday’s terms is excelling at the wrong things.
Using the social to “build buzz” and “push product” is about as smart as using a warp drive to visit your local Wal-Mart. Social tools today are used mostly as a new “channel” to push the same old useless stuff of the industrial era at hapless “consumers.”
Social strategies are about reinventing tomorrow. Their goal is nothing less than changing the DNA of an organization, ecosystem, or industry. Stop applying 20th century principles (“product,” “buzz,” “loyalty”) to 21st century media.
The Best Strategy is Aimed at a Better Tomorrow
Today is but for a moment while tomorrow’s never end. At the moment we can see the use of social media being applied to old strategies. Thus we can see old thinking applied to a new radical medium which is driven by meaning.
If you do what you’ve always done and use something “new” to do it you are likely to miss the real meaningful value that you could be creating. Creating meaningful value starts with meaningful thinking. The opposite of meaningful thinking is meaningless or like a Zombie.