Socially Adept

Social Media and Critical Mass

While conducting a search today on the utilization of Social Media for solving crimes, I stumbled across Mark Blevis's Blog.  Mark had a post about posting surveillance videos on YouTube, but his most recent post (from April 2007) is what really caught my eye as he states, "The time has come to achieve focus and pick your hang outs," in reference to Social Networking destinations.

Over the past few months, I've seen this comment coming up more in more on some popular blogs.  With the flood of services and products hitting the web, it's no surprise that many people are trying to manage the influx of connections, communication and relationships.  The question is, are these products too fragmented or not fragmented enough?

If I want to talk to a friend online, I use IM or Myspace.  If I am looking to make a business connection, I used Linked In - It's not for friends as many of them have unusual titles that don't fit with the network I am looking to build.  My blog is my personal platform - I speak my mind here, spout out some thoughts and ideas, and see if anything sticks (with one person or many).  I use Twitter when I'm in the mood, but don't feel that I need to tweet 24 times a day.  The list goes on and on.

Am I at my critical mass?  Maybe.  I Haven't even used my Pownce invite yet.  I downloaded Zune which was getting a lot of hype 6 months ago, but only visited once.  The list goes on and on. 

The space is extremely cyclical in its present state.  Early Adopters jump on new services in an effort to provide reviews and claim their space should the technology be the next topic of discussion.  If it fizzles, the feeding frenzy moves to the next potential target, while many others just wait to see what's in it for them.  Many people I know can't see the value in Twitter and make valid points to support their opinion.  Many people have latched on to Twitter so firmly that it has become their primary social media platform.  Me, I'm a middle of the road guy.  Twitter has value, but only a certain kind of value that can be utilized when appropriate.

I could go on and on for days about everything that is out there, but the real point of this rant is Critical Mass. 

Right now, because of the nature of the industry, we have two sides grasping at consumers.  The smaller niche offerings that essential fragment the average consumers online participation and the offerings looking to compile all of this information into one destination.  I don't think either side can win because obviously we need both.  The real decision comes down to how much the user wants to put out there and the level of adoption.  I'm too busy to be an every hour twitter, daily poster, weekly podcaster or vlogger...if that means my viewership is lower and my popularity minimal, so be it.  After all, it's the quality of the conversation not the quantity.

If you're at your critical mass, maybe narrowing your focusing isn't the way.  A simple adjustment of your participation may just be the trick.

A Blog Recommendation

If you're looking for a new blog to read, check out http://www.bloggersayswhat.com/ by a colleague of mine.  Scott takes an interesting approach to blogging and one I will be interested in seeing progress.  I've talked with him about his future plans and I recommend you keep checking it out.  He's got big plans that will really help him stand out from the crowd.

Say Goodbye to Corporate Speak

A long time ago, I was dating a girl who became frustrated with my communication techniques.  I was fresh out of college and beyond miserable in the world of Public Relations.  I had been beaten down to a pulp by the world of PR, like a new recruit in basic training.  Without even knowing it, I would call her on the phone every evening and ramble off the jargon I used during the previous 10 hours while at work.

"You speak to me like I'm a client," she said.  "I'm not some reporter you can spin and get off topic."  Ouch!  Needless to say, that relationship didn't last long beyond that conversation.  However, it is more relevant now than ever before. 

I like to attribute this conversation to the world of Social Media.  All of the feedback that marketers are receiving from bloggers and other Influencers is that they don't want to be sold, spun, or lied to.  In reality, they want to be spoken to as a human, not a number.  No one wants to feel like they are hearing the same shtick that's been delivered to 50 other people.  They want to be engaged on a personal level.  That is why you'll constantly hear in the blogosphere, "why does this matter to me?"

For any corporation looking to engage Web 2.0, drop the standard speak.  You're human and this is the place to act like it.  Feel free to relate to your audience and talk about yourself (briefly).  Don't waste your time drafting up a long pitch, just let it flow naturally and see what happens.  Of course, as I have mentioned before, there is no fool proof tactic.  Sometimes, no matter what you say will be ill-received.  That's the challenge with emails and comments.  If you stay direct, you'll have less of chance of confusing your message.  After all, that's what's important.

If you speak to this audience like their traditional press or potential customers, they'll respond to you that way.  Speak to them like their human and you can avoid the break-up with someone much more important to your business than a young romance.