social is what social does
Jan 13, 2009 Digital Marketing & Metrics, Social Media, social networks
I read a lot of blogs. Some are “How -to” posts, some are thought provoking, the occasional post blows my mind and I am forced to print it out and read it again – highlighting the good parts. I rarely blog about these posts – because I don’t believe I can do them justice.
I made a silent goal to comment more frequently on other blogs. I felt I would never get the confidence to take on tougher topics or more abstract essays on my blog if I couldn’t get down and dirty in the comments section of other blogs. I have been commenting pretty frequently, but rarely out of my element and never in argument of a post’s thesis. Perhaps, I am gaining more confidence as the traffic to my own blog grows, and the number of comments are increasing (yes, it was very sad to see the 0 Comments so frequently before), or perhaps I am coming to the conclusion that people are just people. We all make mistakes. But our opinion is just an opinion – with knowledge it may change.
So, today, I made a comment on Being Peter Kim that bordered on my having an opinion. Having now read the post 15 more times, I see that while I questioned one part of his post, there were other questions that remained unanswered to me.
No time for Twitter
His post first discusses the lack of quality content in the blogosphere, he says that ideas are essentially recycled over and over again and nothing is new anymore. He asks – “do we really need any more posts about Twitter? ” Having just written the “The Top 10 Twitter Tools” which has been one of my more popular posts to date, I was slightly offended. Which may be why I missed really intaking the remainder of the post! I suggested in my comment that perhaps since not everyone was as advanced as the early adopters that there was a place for Twitter posts (and the like) – as it seems the web is a pretty big place. Those of us involved in Twitter, Blogging and in general Social Media tend to believe that everyone is “like us”. The truth is the world is a pretty big place too. And, there are many levels of involvement – including those just getting started (and those who haven’t moved beyond Facebook).
Granted, after reading the post a 15th time – the post doesn’t appear to be only about the Lazysphere it delves into something Peter Kim calls Social Business. Despite reading the post 15 times, I am still not quite sure what this refers to. As, Mack Collier says “One thing I’ve learned from my blog is that if my readers are failing to comprehend my post’s intended message, then that’s probably MY fault, not their’s.”
Here are the basic points I have gathered from his post:
social business?
Peter Kim says that we could look at “social technologies” as simply social media (blogs, podcasts, social networks…blah blah blah – he points to 22 potential social media channels on Mashable). But, he states, we must look beyond the campaign. Personally, I think there are uses for Social Media on a campaign basis (some customer generated campaigns have been successful in the past to generate short term engagement with brands) , but certainly there are incredible opportunities to build relationships, two-way conversations, and a feedback ring with our customers if we think more broadly and long term.
Peter Kim says that “nobody will change the world with social media marketing.” Gutsy, use of absolutes is what I think. He goes on to say “Social marketing using technology, maybe.” So this is my question – what is Social Marketing using technology? Since the link goes to an article on a non-profit campaign – I am guessing we are talking about raising funds for not-for-profits using social media is a game changer?
He goes on to say “I believe that social technologies have the power to transform the way we live and work. So why should we have anything less than transformation in mind when putting social technologies to use?” Now I must ask, what is a social technology? Are we talking about Wikis? Communities? Blogs? or the stuff that makes these possible? Are we talking about Lithium and Jive? (Why do I feel so stupid reading this post!)
Then ” The end game should be an entirely social business. Not just point solutions to improve existing processes or programs – new ways of connecting and collaborating. Business models will change.” – Haven’t people been talking about this for years? Maybe this is the point though – that we are still waiting for business to truly “open” up. Is this “social business” really just Open Enterprise? If so, is this not what Clay Shirky and Lawrence Lessig have talked about? I am no expert (this is much more my brother’s field ) If this is what he is talking about – aren’t we seeing reflections of this going on today with online communities like Dell’s IdeaStorm and MyStarbucks Idea? What about the many peer forums, and open-source software? Sure, LazyBoy isn’t asking you to design their latest chair, and you can’t contribute to a corporate Wiki for Air Canada – but aren’t we already starting down this road? How fast can we truly travel when there are still many who don’t even understand what “social business” is!
I am all for Open Enterprise, and perhaps even “social business” but there are a lot of people just getting their feet wet in social networks, and even more who likely have never seen the Twitter Bird or Fail Whale. Companies are integrating social networks into their internal and external communications, but it seems we are just at its infancy. It should however, be interesting to see how this all takes off as the Net Generation takes on more management roles and will have the ability to push through “social business” using “social technologies”.
So, do you understand this anymore than I do? As I said, this is only my opinion based on limited background…so enlighten me dear visitors! Or just tell me you are confused to. That will make me feel good too. Either way, love to hear your thoughts as usual.
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Tags: being peter kim, clay shirky, lawrence lessig, net generation, open enterprise, social business, social media, social networks, twitter
January 13th, 2009 at 11:58 pm
Michelle – thanks for thinking about and commenting on my post.
Regarding Twitter – from the many reactions, it’s clear that quite a few people took issue with this rhetorical question and a clarifying post is in order. I did a quick search and found that I’ve posted at least 7 times about Twitter in the past year. At the risk of inserting foot in mouth, I’ll say that the intent behind writing that question was directed at “social media experts” and not anyone who’d openly classify themself as a newcomer. Thought leaders should be posting original, though provoking content. Not reblogging the same post every month or so. (It happens.)
Mack’s lesson is his and I can’t say that I totally agree. What I will say is that as my readership has expanded, writing content suited for “the audience” has become more difficult, as the audience has diversified.
Social marketing is also known as cause marketing. My comment about changing the world relates to that line of work. Beth Kanter is a well-respected leader in this area. I don’t know if your question is rhetorical, but no, just using digital technologies for fund raising is not a game-changer.
Social technologies are applications that help connect communities and facilitate collaboration. I would classify the apps and vendors you name as relevant to the social technology space.
Have people been talking about this for years? Yes, but we haven’t seen much progress towards the goals yet. Commenters have cited Shirky and Lessig’s work as early in the space. The crowdsourcing examples of applying Salesforce.com’s Ideas module are only point solutions – what I’m talking about is business transformation.
It’s difficult for me to determine whether your questions are open or intended to be a rhetorical device to criticize my original post. But I’ll assume the former/best and have attempted to clarify here.
Peter Kim’s last blog post..It’s Time To Transform
January 14th, 2009 at 2:22 am
Peter –
Thanks for dropping in. I meant all questions seriously – not to criticize your post at all. As I mentioned – I am learning and therefore have lots of questions. While I have been blogging for a while (and reading your blog for awhile too!) I would not consider myself an expert – certainly not a “social media expert” : ) I think you have clarified many questions, although I am still a bit confused about what you are exactly seeing as transforming business? Are you talking about individual processes that as a whole transform the way we do business – or something that shakes up the enterprise as a whole. I guess, either way it will be interesting to see what your new consulting practice is doing.
Again, thanks for dropping in. Appreciate it.
January 14th, 2009 at 2:22 am
Understanding who your audience is affects what you write. There IS a huge need for those who explain concepts at the level where those without an expert background can understand them.
Most the information online is written by experts for experts. Some of us write for everyone so believe in your instincts and keep writing for the masses no matter how many times early adopters question you about it.
Internet Strategist’s last blog post..DoFollow Lists of Blogs, Social Networking Sites and Forums; DoFollow Search Tool; Understanding Do Follow, No Follow
January 14th, 2009 at 5:31 am
Thanks for a great post Michelle. I think there are many explanations that certain postings may seem abstruse.
There’s a Swedish poet Esias Tegnér who once said something like talking obscurely is thinking obscurely.
But I also think that the high priesthood of social computing may be abstruse partly because they are touching quite abstract subjects or are using a hard-to-get nomenclature.
From my point of view recycling of content and information is a necessity. After all, it seems, we all carry torrents of information ready to be fitted in the right place.
Stefan Deak’s last blog post..Produktivitetens sju heliga kor går till nödslakt
January 14th, 2009 at 7:14 am
Some probing thoughts on social media here – http://tinyurl.com/8ec4cm and here http://tinyurl.com/9t9d2a
January 14th, 2009 at 7:16 am
RT @chrisbrogan Some probing thoughts on social media here – http://tinyurl.com/8ec4cm and here http://tinyurl.com/9t9d2a
January 14th, 2009 at 7:18 am
Social media is just a new tool in that marketing tool box. The Marketing Media industry is still trying to get a handle on this.
It works because millions of people that have made time in there days to social media connect. It is fun to share stuff.
The companies or people that will benefit will be those that used the traditional marketing and business concepts. Have a real message, genuine content and have something to offer that is not repeated or rehashed.
At the end of the day for something to survive money must change hands something has to be bought and sold.
Social media is list building turned on it head as they kind of find you.
As someone relitively new to Social media it is good to debate this stuff.
January 14th, 2009 at 7:22 am
RT @chrisbrogan: Some probing thoughts on social media here – http://tinyurl.com/8ec4cm and here http://tinyurl.com/9t9d2a
January 14th, 2009 at 7:29 am
Thanks @chrisbrogan, and MegoAgain, for an interesting few minutes: http://tinyurl.com/8ec4cm
January 14th, 2009 at 7:33 am
RT @chrisbrogan: Some probing thoughts on social media here – http://tinyurl.com/8ec4cm and here http://tinyurl.com/9t9d2a
January 14th, 2009 at 7:43 am
RT @chrisbrogan: Some probing thoughts on social media here – http://tinyurl.com/8ec4cm and here http://tinyurl.com/9t9d2a
January 14th, 2009 at 7:45 am
@chrisbrogan Some probing thoughts on social media here – http://tinyurl.com/8ec4cm and here http://tinyurl.com/9t9d2a
January 14th, 2009 at 8:15 am
social is what social does | MEGO: My Eyes Glaze Over: I read a lot of blogs. Some are “How -to” pos.. http://tinyurl.com/8ec4cm
January 14th, 2009 at 9:48 am
I, as you mention at the opening of your entry, read a lot of blogs and rarely feel I can make a bigger contribution than the poster already made. That in part is due to my own newness in social technologies and their application. So, I am soaking all the reading material I can and doing tests of my own. My response may really not be addressing your main points but I thought there is no better way to start becoming more active in commenting and sharing thoughts than just jumping in!
I remember clearly the early to mid 1990s when the “Information Superhighway” was going to be the end-all-be-all transforming everything we do. That transformation did occur in part (takes me back to how archaic business looked like even in the early 1990s compared to what technology has allowed us since then; email, Internet, mobile technology, etc.). However, brick-and-mortal presence is still in existence – it did not disappear – and its ways of operating, outside of having an Internet presence, has not change in essence (inventory mgt, store mgt, etc. are generally the same business processes they were with some better technology support).
Will social technologies change the world? Well, yes. But will it fundamentally change the game as we know it? Not fully, in my opinion.
I am looking at social technologies not for marketing uses. I am exploring and playing with these technologies to see how I can enable better collaboration in product/service design and quality. I work for a global non-profit, so in our case, it is about designing better programs, about better discerning what really drives the impact we need to have on those we serve. I think there is tremendous potential for these technologies to change how people interact and communicate but it will not change what makes a product/service a good product/service – it will simply make that info more accessible or more subject to discussion for enrichment of the base ideas. I am not sure the end game is that everything ought to be social business but social business will be part of the toolkit that has to be considered.
That’s my two cents…
January 14th, 2009 at 10:18 am
RT @chrisbrogan: Some probing thoughts on social media here – http://tinyurl.com/8ec4cm and here http://tinyurl.com/9t9d2a
January 14th, 2009 at 10:41 am
Thanks Raul for weighing in. I agree that over time social technologies will have a huge impact on business. But, I see it infiltrating one process at a time – not as giant all-in-one boom of transformation. And, will we call it “social business” – when “social” becomes the norm online – will it be redundant to call it “social:.
Please visit again!
January 14th, 2009 at 10:49 am
Social media is an interesting beast – from questions of measurement, where it belongs (marketing or communications), and how to use it. There are no hard and fast rules.
I certainly don’t want to rehash what has already been done, but I want to offer my community what they are looking for – and that may be “how-to” posts on social networking and social media, as well as fun debates like this one!
January 14th, 2009 at 10:52 am
I make a point in my blogs to write for my audience, and because of that I really think my posts through – attempting not to use buzz words (that I don’t explain) or speak obscurely. I don’t think it does my readers any good. But, my audience is considerably different than Peter Kim’s!
January 14th, 2009 at 1:30 pm
Michelle,
Great questions and as a relatively new blogger, still learning about social media, I can relate.
Many points were covered so I don’t want to beat a dead horse but I wanted to respond to the matter of repeating the same thing over and over, as Peter Kim believes is happening with Twitter related posts. While the message may be the same, everyone has their own view on the same topics. Perhaps they are almost exactly the same! When someone writes a blog however, they are writing it to express their opinions on different topics so that their specific community can read about it. While many of us read social media blogs all day and find this repetition, many people only read a couple blogs on social media and haven’t heard about these topics before.
I also liked the quote that someone wrote on another blog. Forgot how it went exactly but basically it said we don’t always need to be taught, but rather reminded.
Dave
David Spinks’s last blog post..How Transparent Should You Be?
January 14th, 2009 at 5:40 pm
RT @chrisbrogan Some probing thoughts on social media here – http://tinyurl.com/8ec4cm
January 14th, 2009 at 5:54 pm
RT @chrisbrogan Some probing thoughts on social media here – http://tinyurl.com/8ec4cm
January 14th, 2009 at 5:56 pm
RT @mayhemstudios: RT @chrisbrogan Some probing thoughts on social media here – http://tinyurl.com/8ec4cm
January 14th, 2009 at 6:11 pm
RT @mayhemstudios: RT @chrisbrogan Some probing thoughts on social media here – http://tinyurl.com/8ec4cm
January 14th, 2009 at 6:11 pm
RT @mayhemstudios: RT @chrisbrogan Some probing thoughts on social media here – http://tinyurl.com/8ec4cm
January 15th, 2009 at 12:48 pm
I need 2 comment on this http://is.gd/fNMB but don’t have time, apparently @peterkim has struck a nerve or 2 w/his blog post & thats good!
January 15th, 2009 at 3:38 pm
Michelle, I re-read your post to see too whether your questions were to spark a debate or because you just didn’t know.I think they were the latter and for that I really commend you for openly admitting you just don’t know; most would not admit as such. With that being said, The things Peter espouses and the things that I mention in a parallel post are not aimed at you and are not hyper-critical of you. I think what you are doing is what others need to do. Don’t just do it. Do it and question it. Use it but ask why and ask if this is the most effective thing to do. We need more of that rather than someone posting some type of link baited post telling everyone that social media is all about transparency and authenticity. You’re not part of the echo. But do know this, you could be that champion for those that just don’t know. You’re well on your way. BTW, thanks for stopping by as well, Your comments are as genuine as you are!
Marc Meyer’s last blog post..Time to view social media differently
January 15th, 2009 at 4:13 pm
RT @chrisbrogan Some probing thoughts on social media here – http://tinyurl.com/8ec4cm
January 15th, 2009 at 4:13 pm
RT @mayhemstudios: RT @chrisbrogan Some probing thoughts on social media here – http://tinyurl.com/8ec4cm
January 15th, 2009 at 4:13 pm
RT @mayhemstudios: RT @chrisbrogan Some probing thoughts on social media here – http://tinyurl.com/8ec4cm
January 15th, 2009 at 5:18 pm
Marc – Thanks for visiting. My problem with some of the Web -Celebs is that they have forgotten what they didn’t know before. They use buzz words, and talk as though anyone who is still talking about Twitter (as an example used by Peter Kim) is out to lunch. They seem to think that others are right there beside them, instead of all of us at different stages of involvement. While I have been blogging for nearly 2 years, and on Twitter for almost that long. I do this stuff for fun. I wish I could do it for work – but, while I do some Digital Marketing it is not my full time job. My job is at a small(er) Canadian company and I oversee all Marketing Communications (from advertising to web). I use my blog to help others learn, and as place to voice my questions, concerns and sometimes just random thoughts about traditional marketing (and motherhood).
I appreciate your comments, I do hope you will stop by again (even if you don’t need my “lessons”!
June 17th, 2009 at 9:47 am
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