Social Media: It’s About What You Do!

by Jay Deragon on 02/28/2011

Within the landscape of social media everyone has something to say. Somethings said have meaning while other things said are meaningless.

In life people remember us not so much for what we said but rather for what we do or don’t do. Whether a brand or an individual what is important and meaningful to “people” is what we do after what we say.

If you or your company are using social media to produce something, a result, you’re likely to try anything to get people’s attention to your product or service.  If on the other hand you are using social media as a “conductor” what you are doing is enabling others to do something that is of interest and is meaningful to them.

What Is The Difference?

People are tired of being talked to, marketed at and viewed as objects to capture in a sales cycle. Our behavior on-line and off-line needs to reflect “service and intent” to help others accomplish or learn something meaningful. Old marketing and advertising methods do not do service to helping people fulfill an intent rather they reflect the suppliers desires to fulfill their own intents.

We can say a lot of things on-line but it is what we and others can do with what we say that matters most. If your brand enables people to further enhance their conversational currency then you’ve added value to the process. If on the other hand your brand doesn’t enable people to “conduct” their intent then in reality you are taking value away from them.

Using tricks of the trade to capture people’s attention or create an attraction without then enabling them to create or share value is well anti-social. Such behavior does not instill any trust in your brand rather it creates distrust which is then shared with the masses. How many times have you heard “do what I say not what I do”. That phrase is an old parental oxymoron because we leave lasting impressions with people based on what we do or don’t do.

If your organization is designed to serve people’s intent then everything you do on-line and off line needs to reflect the intent to serve. Service is reflected by the experience people receive once what you say has their attention. If you have someones attention with words, images and video’s which calls them to “do” something only to discover they can’t or your message become a trick to get them to do something well you lose and the experience is remembered and shared.

It is basic relational truths that seem to have been forgotten. These “truths” have been replaced by “slick marketing tricks” which may be entertaining but in reality the subsequent experience doesn’t do anything to satisfy the intent of the human network. A “conductor” enables people to “do” something. A producer focuses on getting people to do something and attracting them with what they say. Which creates the most value? What you say or what you do?

View more presentations from Paul Isakson.

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