Unless you can see you cannot understand. Seeing something you don’t understand becomes difficult unless you change your view and seek clarity with knowledge. Seeing with knowledge means you have to be willing to learn to understand. A willingness to learn is the beginning of knowledge.
Common Views for Uncommon Insights
While the term “social media” carries different impression and connotations looking beyond current practices and applications is where innovation lies. Innovation doesn’t come from experience rather it comes from theory. Experience teaches nothing without theory. Innovation is uncommon so viewing “social media through the lens of common thinking provides little insight. Common thinking about something uncommon creates disconnects to value creation possible for those that see it. Common jaundiced views of social media is where disconnects are evident.
- There seems to be a disconnect amongst business leaders as it relates to the common view of the term “social media” and what it actually is capable of doing.
- Social Media’s primary value doesn’t come from use of the technologies, but from creating value with it across an organization and throughout a market.
- The world is rapidly moving past social media, where all communications are social
Instead of discussing the innovative impact that “social media” is having within businesses, society and brands, the markets of conversations are often focused on setting up social accounts and propagating common messages. Doing common things with an uncommon medium shifts the attention away from transformational opportunities emerging from the human network.
The C-suite doesn’t care about “social media because they can’t see what they don’t understand. To gain understanding one must become resigned to the need for education. Educations aim ought to be to acquire new knowledge. There is no knowledge without theory and without theory the application of something uncommon creates common mistakes and misguided views.
Social media’s represents the power of profound transformation fueled by the engagement of people, processes and communications. Social media impacts not just marketing and advertising but everything including risk management, media, product management, customer care, HR, market research, and last but not least innovation. The examples of its power are tangible.
HP, for example, said that it saved $10 million in call center costs by infusing social listening into customer service. Procter & Gamble reported that nearly half of its innovation is coming from outside the company through forms of social engagement. IBM is infusing ongoing real-time social intelligence across the organization for a host of learning opportunities. This is about marrying social systems with knowledge networks.
Communications is power when it excels learning. Learning enhances knowledge acquisition. Information is not knowledge. Knowledge is not in the dictionary rather it is in the minds of those that use it. Social media is a knowledge network when the vocabulary is elevated to uncommon things.
You cannot see uncommon things when your views are jaundiced. Trying to apply uncommon things to common knowledge creates jaundiced views because you cannot understand something you can’t see.