Social Media Irony

by Jay Deragon on 10/20/2010

Conversations come in many forms. Whether 140 characters, a blog article, skype chat or a phone call the tools and processes enable communications.

Commerce comes from building market relations through numerous forms of media (communications). Media provides the means of attention, awareness, attraction, affinity and actions with specific audiences that relate to the context of your content.

The cost of communications is reflected by the effectiveness of technology and how your business uses the technology to create relevant and relative communications. Today communications technology is exploding at profound rates of change. The changes in technology provide the pathway for any business to increase its ROI from communications. The ROI is largely determined by whether a company knows how to effectively communicate using every technology available to do so efficiently and effectively.

What Is Your Return On Chatter?

An article explored new research showing the success of live chat services in improving B2B sales conversions. Meaning that when potential leads were inquiring about a product online and had the option to have a live chat the follow results occurred according to Forrester:

  1. 305% ROI from proactive sales chat with a payback period of 6 months (when using paid chat services)
  2. 120% ROI from customer service chat with a payback period of 6 months (when using paid chat services)
  3. Chat assisted application completion rates 138% higher than self service

Social media regardless if it is Twitter, a blog, or something else aims to solve problems and build relationships and that is what live chat does as well, so it seems pretty easy to connect the dots.

Social Media = A Ironic Transparency of Knowledge or Lack Thereof

I use Google Alerts to track numerous conversational topics throughout the web. In the last year the rate of interest in social media topics has gone up over 500% according to the rate of change indicated by my Google alerts. This rate of change is indicative of a rate of interest relative to topics surrounding this thing we call “social media“. The attention to social media by organizations, media and people grows daily. The irony of all the content in all these threads is the context is the same, how people are using social media for multiple purposes. What seems to be lacking is an understanding why people use social media.

Irony is defined as meaning hypocrisy in which there is intention gap between what one says and does. Irony is a mode of expression that calls attention to the gap between those sending and those receiving communications. Every responded to a “social advertisement” then lead into a frustrating and time wasting experience? Isn’t that ironic that the advertiser used social media to create a frustrating relationship? Does sound very social.

Given this definition the irony all these conversations about using social media are ironic because the very nature of social media is relational while much of the content around social media is aimed at a channel to market messages, media and a mesh of non relational content. Those that use social media for whatever purpose are expressing themselves which calls attention to the character’s knowledge and that of the audience. In other words in most cases the use of social media is expressing the characters lack of knowledge and a lack of understanding the audience.

How would your spouse feel if your communications reflected a lack of understanding of their intent?  If you don’t understand the intention of a person then you are likely to create frustrations. The same rules of engagement apply to use of social media with your audience.

{ 1 comment }

Live Chat Support, Live customer services October 26, 2010 at 8:38 am

I cant agree more. All organizations needs to evaluate their strategies while using social media. and while reevaluating their strategies, they need to take care that they are respecting the true intent of social media. 🙂

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