What Kills Social Media?

by Jay Deragon on 06/01/2010

When people are given something valuable but do not realize its value it is not likely to be appreciated or used in valuable ways.

The difference between knowing value and using value is intent. Intent is to have in mind as a purpose or goal, to design for a specified use or future use. Knowing and using value means you must understand its purpose.

When it comes to understanding the value of using social media for a purpose most of the current usage reveals a lack of understanding and limited purpose.

The word purpose means something set up as an objective or end to be attained. Money is an end result obtained from the creation and distribution of value that satisfies a markets need. Chasing money without understanding how to create and distribute value that your market wants and needs indicates a lack of purpose and understanding.

Our Purpose is Revealed through Communications

The best organizations focus on aligning the organizations strategic intent with the current and future needs of a market. To do anything less means you will have no future and instead live in the chaos of the moment which is short-lived.

An organizations  strategic intent is reflected by how, what, when, where, why and who they communicate with and to.  Social media reveals these intents based on whether the creation and distribution of value satisfies or exceeds the markets expectations. Most organizations do not understand the strategic implications of how social media reveals their intent.

Umair Haque says it best: Social media strategy fits inside a marketing (business, corporate) strategy, and is shaped by it. Social strategy fits outside business and corporate strategies, and shapes them. Social strategies are about rewriting the logic of the industrial era entirely, shifting gears in how we think, envisioning a broader, more powerful, more challenging use of social tools. They are about developing the capacity to understand an organization’s role in society, and how to play a more constructive one, wielding sociality as a source of advantage — by acting radically more meaningfully than rivals.

Social strategies are about reinventing tomorrow. Their goal is nothing less than changing the DNA of an organization, ecosystem, or industry. Want to get radical? Stop applying 20th century principles (“product,” “buzz,” “loyalty”) to 21st century media. The fundamental change of scale and pace that social tools introduce into human affairs — their great tectonic shift — is the promise of more meaningful work, stuff, and organization. Start with “the meaning is the message” instead.

What Does Social Media Mean to You?

SmartBrief on Leadership survey provides insights on how business leaders view the meaning of social media:

How familiar are business leaders with social media?

  • Back to school: 75% of respondents say they were either knowledgeable or actively trying to learn about social media.

Are their companies currently using social media/social tools?

  • Getting there: 51% of respondents say their companies are actively using and exploring social media in a number of business areas.  Another 30% are in pilot test/consideration mode.  Only 27% say they are not using social media now and won’t be in the future.

Is social media just a marketing fad?

  • Social media is here to stay:  While many leaders say they see social media as somewhat “over-hyped,” 63% of respondents say they disagree with the notion that it is a marketing fad.

Is it a waste of time?

  • Good use of company resources: 55% of business leaders say social media is not a waste of time

What are the implications of ignoring social media?

  • Falling behind the competition: 40% of respondents say they fear they are falling behind their competitors in using social media. Also, 25% admitted that they did not know what their competitors were doing in the space.
  • Missing the conversation, both good and bad: 83% of respondents agree that social media gives them a window into what their customers are saying about them, and 80% say that social media has the power to magnify negative news about a company. This is obviously a key point of concern.

What kills the value of social media is a lack of understanding. Now compare Umair Hague’s perspective against the survey results from the Smart Briefs on leadership. Which reflects an understanding of purpose? To understand something thoroughly you must listen to what is being revealed. To not gain an understanding of social media  means you are reducing or killing its value.

{ 35 comments }

Jaspreet February 10, 2012 at 8:47 pm

Thanks Robert, Yes, I have cretaed pages everywhere so I own my name and then I have the luxury of time to decide if, how, when and why I use it. You raise an interesting point … driving traffic to YOUR site to generate conversations there is something I feel more should do. At the end of the day you could have an awesome conversation on Facebook or Twitter but it’s on THEIR platform – not yours…. food for thought Thanks for sharing

MyCrowd.ca June 10, 2010 at 4:13 am

RT @SteveNyberg – What Kills Social Media? http://bit.ly/bWoShq

Steve Nyberg June 10, 2010 at 4:12 am

What Kills Social Media? http://bit.ly/bWoShq

Fotografering June 9, 2010 at 5:12 am

What Kills Social Media? http://bit.ly/bWoShq

Digital Nashville June 3, 2010 at 2:45 pm

What kills the value of social media is a lack of understanding http://ht.ly/1Tmir /via @JDeragon

Mikael Röjnert June 3, 2010 at 1:25 am

Reading: "What Kills Social Media? |" ( http://bit.ly/9IWpjd )

Aditya Gupta June 2, 2010 at 1:00 pm

What kills Social Media – http://www.relationship-economy.com/?p=10110

sajan mani June 2, 2010 at 9:08 am

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Pärishrut June 2, 2010 at 9:02 am

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Tiago June 2, 2010 at 9:00 am

#Midiassociais – What Kills Social Media? http://ow.ly/1SAHK #socialmedia

Supergilbys June 2, 2010 at 6:22 am

What Kills Social Media? – http://bit.ly/dxWoDw

Pamela Munch June 1, 2010 at 6:37 pm

The kinds of things I read at work…RT @TopsyRT: What Kills Social Media? http://bit.ly/9RiVGm

Klix Digital June 1, 2010 at 6:18 pm

What Kills Social Media? http://viigo.im/3IVs

JDeragon June 1, 2010 at 5:41 pm

To not gain an understanding of social media means you are reducing or killing its value. http://dld.bz/f9p2

spyder_trap June 1, 2010 at 2:20 pm

What Kills Social Media? http://ow.ly/1SpTH

Text100 South Africa June 1, 2010 at 12:54 pm

Knowing and using the value of social media means you must understand its purpose: http://bit.ly/dxWoDw

JDeragon June 1, 2010 at 11:41 am

What are the implications of ignoring social media? http://dld.bz/f9p2

Ignasio June 1, 2010 at 10:23 am

RT @sfsocialmedia: What Kills Social Media? http://bit.ly/ceIb8K #news #socialmedia

Business 3.0 Tech. June 1, 2010 at 10:14 am

RT @TopsyRT: What Kills Social Media? http://bit.ly/9RiVGm To understand something thoroughly you must listen to what is being revealed.

JDeragon June 1, 2010 at 9:41 am

Is social media just a marketing fad? http://dld.bz/f9p2

Text100 South Africa June 1, 2010 at 7:54 am

Knowing and using the value of social media means you must understand its purpose: http://bit.ly/dxWoDw

JDeragon June 1, 2010 at 7:41 am

What Does Social Media Mean to You?http://dld.bz/f9p2

JC Duarte June 1, 2010 at 7:33 am

RT @TopsyRT: What Kills Social Media? http://bit.ly/9RiVGm

Allen Howell June 1, 2010 at 6:58 am

RT @TopsyRT: What Kills Social Media? http://bit.ly/9RiVGm

JobShoots June 1, 2010 at 6:21 am

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JobShoots June 1, 2010 at 6:21 am

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JobShoots June 1, 2010 at 6:21 am

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textpack June 1, 2010 at 5:55 am

What kills social media? http://bit.ly/9MfKT3

StarGazon June 1, 2010 at 5:01 am

What Kills Social Media? via The Relationship Economy – When people are given something valuable but do not … http://tinyurl.com/2uc8scs

Aron Stevenson June 1, 2010 at 4:48 am

What Kills Social Media? http://bit.ly/du6hEN #socialmedia

prblogs June 1, 2010 at 4:48 am

RelationshipEcon: What Kills Social Media?: What kills the value of social media is a lack of understanding. To no… http://bit.ly/bAvxxt

Achievers Network June 1, 2010 at 4:48 am

What Kills Social Media?: What kills the value of social media is a lack of understanding. To not gain an understa… http://bit.ly/bAvxxt

Angela Suddarth June 1, 2010 at 4:47 am

[email protected] What Kills Social Media?:
When people are given something valuable but do not realize its value it is… http://bit.ly/cXtqpx

The Social CEO June 1, 2010 at 4:47 am

The Social CEO What Kills Social Media?:
When people are given something valuable but do not realize its value it… http://bit.ly/cXtqpx

JDeragon June 1, 2010 at 4:46 am

ReThink: What Kills Social Media? http://bit.ly/baNeu9 #socialmedia #socialstrategy

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