When sitting in some of the boardrooms that I have, listening to executive teams talk about social media I find that my mind wanders, for me it's starting to sound like the same bad "b" movie is being remade with different actors. I can zone out and come back in to the conversation and know precisely where we're at. (Of course, this may just be me taking advantage of ADHD like symptoms.)
At some point these exec's ask for my opinion or recommendation on where the company should start regarding their social media strategy. I almost invariably say the same thing. "Unless you're completely ready to change how you view the world, you shouldn't start at all." The blank stares I get in return suggest that their internal dialogue sounds similar to - "YOU MY FRIEND, ARE A COMPLETE FREAK!" "What the hell are you thinking?"
In North America especially, corporations must drive profitable quarters consistently, this clouds their judgement enormously. And when they're not in "push" mode, they're being smothered by the legal department. So, "what I'm thinking..." is simple. I'm attempting to save these guys from themselves. The social web today is chalk full of organizations making massive mistakes as opposed to those doing things right. A large part of it is related to my previous blog post and the mentality that has been engrained in industry for so long.
"ABC - ALWAYS BE CLOSING," has to be my favorite 1980's tired and ridiculous sales sentiment. Enter the social web with that mentality and it's scorched earth in terms of the backlash. Give it a rest people, time to put your thinking caps on and be patient. Patience is something North Americans are NOT, that's why this is such a difficult issue for many. Time to better understand humans, not so we can throw another "marketing tactic" at them that you believe they won't see coming. Only loser corporations think they can still get away with something so last century.
You can always tell the real people from the fakes. Understanding human to human communication, understanding raw transparent emotions and real honesty is something that companies and people who have little to offer but lousy products at a discounted price like to stay away from - it reveals them as having nothing of real value to offer, something they already know.
Social media is fantastic for holding meaningful conversations with complete strangers next door and from around the world. Adjusting your mind, philosophy and business model to adapt to this wonderful power is something you must do to win.
If you figure this overarching concept out for yourself, you can look forward to the fact that others who haven't will start to look at you as an "absolute freak" too. Blank stares, puzzled faces, smoke coming out of ears, that sort of thing. Be at peace my friend, not to worry, it's not you, it's them...you are experiencing their moment of truth as they realize their life has been filled with repetitive empty acts of see-through "push" marketing that reduced the overall meaning of their lives.
Comments (2)Subscribe to CommentsComment