An Ironic Social Transparency

by Jay Deragon on 11/02/2012

 The CEO of a large brand said “We are a social business because we use social media to engage our audience with our products”.  How ironic.

Irony is defined as meaning hypocrisy, deception, or feigned ignorance.  Irony is a mode of expression that calls attention to the character’s knowledge or lack thereof.

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 these purposes are calling attention to the character’s of their knowledge or lack thereof. 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 the relational issues that bring you together.  If you don’t have the knowledge to understand then you are likely to create stress in the relationship. The same rules of engagement apply to use of social media with an audience.

{ 1 comment }

Anon November 3, 2012 at 1:37 pm


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