The Dawning of “Social” Consciousness

by Jay Deragon on 09/16/2010

It is kind of weird to think that “corporate cultures” have significantly influenced our consciousness over time. Weird in that the very fiber of the human network has been molded over time to not think in the mindset of a human. Instead the human network has become a “commercialized target” for acquisition to be tricked into institutional thinking for a transaction.

It was once said than money is the root of all evil and that evil has lowered the consciousness of our individual and collective capabilities.

The mindset of the human network is changing. Open communications where everyone can connect and collaborate with anyone is breaking our minds out of the molds of the past. These molds have shaped us to what we are not necessarily who we are.

Who we are is reflected by our experiences, knowledge and relationships. When enabled to “connect” with many others of the same human fabric we begin to understand who we are and not what we have become. In other words all this social stuff is raising  human consciousness of “who” vs “what”.

Brands and Institutions Need to Connect with Human Consciousness

Organizations have evolved over time believing that they can and do shape the mindset of the human network. From marketing and advertising schemes to corporate cultures and control mechanisms the mindsets have perpetuated “beliefs” that they know “what people want” and not knowing “who people are”.

The use of all this social stuff by institutions reflects old mindsets. The messaging remains centric to “what” they offer and not “who” they are. The marketing schemes show “what they think people want” vs. “listening to who” people are and what the people really want. There is a separation of “consciousness” between the human vs. institutional networks.  The human networks thinks about relational matters (who) while the institutional network thinks about “what” they need from the human network, transactions.

Their Mindsets Must Change, Not Ours

In a ZDnet article titled : Mindset Change Critical to Social Media Success” states: But, some still buck this trend, said Ebenezer Heng. He said  that it is a “fallacy” when businesses choose to ignore social media totally to avoid problems and challenges that may arise from adopting such platforms, such as security and negative branding.

Noting the growing influence of social networks, Heng said: “Consumers always talk about their experiences with businesses they patronize. Everyone is a publisher in the social media world, from blogs to forums. Content now drives awareness, not advertising.”

To best tap the power of social media platforms, he said business should adopt “the right mindset and technique”, and not simply the medium itself. “Social media means allowing the company to become human, to react to its consumers, to reach out, ask them [questions] and then actually listen to the answers,” he added.

Carlyn Law, consultant and director of PR agency Sixth Sense Communications, said businesses should not blindly use “a blanket strategy” but look instead at carving out a mix of online tools and content that suits their concepts and brand values.

I like what Ebenezer Heng said but oppose what Carlyn Law said. Her statement that organizations should “carve out a mix of online tools and content that suits their concepts and brand values does not show the  consciousness of the human network rather the mindset of institutional thinking. The human network is naturally drawn to people, places and things that show their concepts and values. Until organizations understand the values and concepts of the human network they will not create a “conscious connection” to our network. Get it?

{ 16 comments }

Richard Littledale September 19, 2010 at 1:45 am

In my particular setting as a Baptist Pastor I could not agree more about “who” rather than “what”. Some of the clumsiest online presences for the Christian Church are those which push content at people rather than building relationship with them.

Not only this, but there absolutely has to be an intregrity between online presence and actual presence – or the whole thing falls apart.

CF: Jesus as my Facebook Friend http://bit.ly/cRaNkw and virtually nervous http://bit.ly/b8sBAr

garelaos (Gareth Jones) September 18, 2010 at 1:05 am

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Read this – Spot on >> RT @VenessaMiemis The Dawning of “Social” Consciousness #socialmedia [link to post] via @JDeragon @Urbanverse

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psychopulsation (psychopulse) September 17, 2010 at 7:07 pm

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[email protected]: The Dawning of “Social” Consciousness #socialmedia [link to post] via @JDeragon @Urbanverse”

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spiral16 (spiral16) September 17, 2010 at 11:06 am

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RT @SteveAkinsSEO: The Dawning of “Social” Consciousness #socialmedia [link to post] via @JDeragon @Urbanverse @VenessaMiemis

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MOOzikmktr (Andrew) September 17, 2010 at 11:05 am

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RT @spiral16: RT @SteveAkinsSEO: The Dawning of “Social” Consciousness #socialmedia [link to post] via @JDeragon @Urbanverse @VenessaM

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SteveAkinsSEO (Steve Akins) September 17, 2010 at 11:04 am

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The Dawning of “Social” Consciousness #socialmedia [link to post] via @JDeragon @Urbanverse @VenessaMiemis

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CoCreatr (Bernd Nurnberger) September 17, 2010 at 11:03 am

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RT @VenessaMiemis: The Dawning of “Social” Consciousness #socialmedia [link to post] via @JDeragon @Urbanverse

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SemBarista (SEM Barista) September 17, 2010 at 10:02 am

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RT @VenessaMiemis he Dawning of “Social” Consciousness #socialmedia [link to post] via @JDeragon @Urbanverse

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VenessaMiemis (Venessa Miemis) September 17, 2010 at 9:08 am

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The Dawning of “Social” Consciousness #socialmedia [link to post] via @JDeragon @Urbanverse

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Urbanverse (Cindy FrewenWuellner) September 17, 2010 at 9:07 am

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gd art. RT @JDeragon: The Dawning of “Social” Consciousness #socialmedia [link to post] via @AndreaLearned @ingenesist

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irinajordan (Irina Jordan) September 17, 2010 at 9:05 am

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Create a “conscious connection”: RT @VenessaMiemis: The Dawning of “Social” Consciousness #socialmedia [link to post]

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ingenesist (ingenesist) September 17, 2010 at 9:04 am

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RT @JDeragon: The Dawning of “Social” Consciousness #socialmedia #socialstrategy ##socialbusiness [link to post]

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CommonDeeds (CommonDeeds) September 17, 2010 at 9:03 am

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RT @ingenesist: RT @JDeragon: The Dawning of “Social” Consciousness #socialmedia #socialstrategy ##socialbusiness [link to post]

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AndreaLearned (Andrea Learned) September 17, 2010 at 8:06 am

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RT @ingenesist: RT @JDeragon: The Dawning of “Social” Consciousness #socialmedia ##socialbusiness [link to post] |Yes – great piece.

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Ash | SEO PPC Blogger September 16, 2010 at 7:37 pm

I totally agree with you. The points discussed on the robotic adoption to market business are really appreciative. But I think this is totally with/from the networks that are solely focused on their business or say profits returns ignoring the true values of being social on social networks. What do you think?

Dan Robles September 16, 2010 at 8:55 am

Had an interesting experience on twitter – maybe a little off topic. I received a response to a tweet that I did not recognize. I asked the sender for the reference – they were responding to a statement that I made about advertisers that hire someone to do their tweeting. This was embarrassing because I hired someone (a student of mine) to send that tweet. I relayed this to the sender and they said that’s OK because my student was a member of the organizational form/team. OK, The implication is that the “organizational consciousness” was intact in my case whereas advertisers who hire mass tweeters have broken consciousness. This is interesting because we have long sought the path to raising the “knowledge” economy to it’s next higher plane. Could this be it????????

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