Social wisdom is the ability to understand what attracts the human network to become purposely engaged with anyone and anything. Much of the dialog around “social strategies” is about altering the traditional marketing process by trying to make the output seem more human. Or worse yet the filter by which “social strategies” are currently developed have turned to the language of business, not the language of the human network.
The word “social and business” simply do not mix well. The human networks purpose is not the purpose of most businesses. Subsequently when we think about “social strategies” we think about organizations and people using social to achieve a business objective rather than a human objective.
Pursuit of Human Influence
Everyone and every company appears to be pursuing an objective of “influence”. In a recent article by Mark Schaefer titled 35 experts weigh-in: How we create influence on Facebook cited seven things required to gain influence on the internet. The seven things were:
- Be Useful
- Be Visual
- Be Generous
- Be Real
- Be Surprising
- Be Consistent
- Engage Thoughtfully
Real “social strategies” come from the application of new knowledge to solving old problems and subsequently enhancing the position and productivity of the human network. Enhancing the position and productivity of the human network is more about enabling people to fulfill their purpose. Applying traditional practices of marketing to “be more influential with humans” by using social technology is not a strategy, it is tactical and anti-social because it isn’t part of the human purpose.
Labeling purposeless tactical activity as strategic is like creating a strategic plan without involving the people who are supposed to execute the plan. Both are accidents looking for a place to happen.