Have You Crossed The Social Chasm?

by Jay Deragon on 02/06/2012

There are those who believe that social technology presents significant opportunities for improving business dynamics and  relations. Then there are those who are skeptics and don’t believe nor see any value in this thing we call social media.

The difference between the two beliefs represents the “social chasm“. The “social chasm” represents the pronounced difference of opinion, interests, and loyalty to an idea or belief. The challenge is helping leaders “cross the social chasm” is to convince them to believe in something they don’t understand.

The problem is business leaders are trained to believe in results driven by old business models rather than ideas that produce new results.

Old business models are designed around measuring output, results, of every business process, resource or product as well as anything and everything that cost capital.  Resistance to any new idea or initiative comes when leaders cannot see or understand how results will come from any new idea or initiative.

Crossing the Social Chasm

Since the markets are influenced by old business models everyone is trying to fit social media into those old models. The “social” gurus suggest that the common mistake people make when pitching social media to senior management is:

  1. Lack of strategy.
  2. Lack of vision.
  3. Lack of execution skills.

Notice that the above list fails to discuss having the wrong philosophy, beliefs. Why would you try to form a strategy without addressing the beliefs? How can you envision something of value if your visions are stuck in old business models or the wrong beliefs? You can execute all day long but if execution are aimed at chasing the wrong things for the wrong reason then the odds for success are slim.

Is Social Media It’s Own Worse Enemy?

Social gurus are trying to convince  executives in companies everywhere to hire them so they can show them how to use social media.  Social gurus are catering to the existing beliefs of the corporations because it is the corporation that has  control over people’s motivation, money. Social media are communications reflecting the shifts in consumer sentiments about everything including the beliefs that corporations hang onto for controlling people and markets.

If the market of social gurus are not willing to stand up to the power and control of corporations and challenging their beliefs then the market of self-appointed gurus  are in fact the enemy of “social media”. Then again since the corporation has the money many people will compromise principles by bowing to the corporation for the sake of getting money.

What most CEO’s believe is that use of social media creates threats to “the corporations” power and control over people and markets.  Subsequently they look for ways to use social media to further their control and yet the “wisdom of the crowds” sees right through those beliefs and rejects  their media.

The social chasm represents a large ravine between the sentiment of “the people” and that of “the corporation“. Crossing the social chasm is no longer a compromise for the people rather a needed shift in beliefs of the corporation and all it has believed for many many years. If you don’t think this is true just ask the people.

{ 1 comment }

mike February 11, 2012 at 4:18 pm

Nice piece… Completely agree that SM is pitched too much without Lack of strategy. Lack of vision. Lack of execution skills… One of the things that marketing companies, gurus etc can be guilty of if over estimating the intelligence of their audience. As a SM platform becomes more mainstream the strategy that may applied early on, may not apply today..

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