This post may seem harsh but is meant to expand our thinking, mine included. Bear with me.
It seems that popular bloggers and communities are creating a “cult like” following of readers who buy into published perspectives.
People follow popular post and bloggers who have the most re-Tweets
and highest traffic. Popularity does not show that the perspectives are
right rather it shows they are popular. While some post may provide
enlightenment and value to readers many do not truly reflect insights
that aid people and businesses in thinking through the changing
dynamics of today’s marketplace.
Social Media Kool-Aid
Social media is getting a bad name because most organizations think of it as “just another marketing channel”
rather than taking the time to understand that communications and
relationships drive, influence and produce everything: the good, the
bad and the ugly.
Drinking social media kool-aid is largely an influence of what
perspectives are the most popular. These perspectives reflect the
knowledge, or lack thereof, that gets “published” and
consumed in the marketplace of conversations. If all we publish focuses
on “marketing results” then the marketplace will just copy and follow
what others do to produce results. Copying isn’t learning or creating
new knowledge that can be applied systemically. If you haven’t
noticed yet old school thinking about marketing isn’t working very
well. The same thinking is being followed within social media.
Remember Jonestown?
Jonestown was the informal name for the “Peoples Temple Agricultural
Project”, an intentional community in northwestern Guyana formed by the
Peoples Temple, a cult from California, United States, led by Jim
Jones. It became internationally notorious when, on November 18, 1978,
918 people died from drinking the Kool-Aid laced with cyanide per the
instructions of their preacher/leader Jim Jones.
How could 918 people believe one mans perspective and ended up
dieing because they believed it? Because those people were lead by Jim
Jones personality, the influence of his communications and the message
he propagated to his “cult” of followers. Sound familiar?
Several teenagers have committed suicide based on the influence of
communications expressed to them on Myspace. Folks, use of social media
is very serious stuff! Be careful what you follow.
Listening to and following the wrong influence can
hurt your reputation, your business and possibly your life. I lost an
18 year old son four years ago this week because the wrong influence
created from communications and relationships that led to his death. Try swallowing that pill! I do everyday!
What Matters?
What matters most to us individually and to entire markets is
learning and understanding. Learning can be as simple as listening.
Understanding requires us to put perspectives into context of intent
and rationale. Then and only then can we choose wisely whether to
follow and participate. Intent and rationale should be in context to
purpose and meaning. Many conversations are centric to selfish purposes
and have limited meaning. Selfish purposes have an intent to serve the one communicating rather than those listening.
Yes, we can learn a lot from the market of conversations but we
learn most from the right conversations. Which ones are those? Those
that bring new knowledge and enlightenment to your thinking. You have to decide whether to follow the crowd or think on your own. Your thinking can be enhanced by a few rather than the many or what is popular today.
Sometimes following and believing what is popular can hurt
you and your organization. This is especially so if the many you follow
and believe are drinking the kind of Kool-Aid that is laced with the
wrong perspectives.
What do you think?