Tone-deaf social media: Shouting in a coffeehouse.
This post by Vanessa Rhinesmith –
bright, shiny and new doesn’t always equal effective communication
– got me thinking about one of the key problems with companies’ use of the various social media today. Here’s part of what I said in my comment on Vanessa’s post:
I think that one of the key problems (some) businesspeople have with the new social media is that they misperceive them — they think it’s appropriate to use them like a carnival barker, or a double-page ad in Vanity Fair, rather than using them like you would a friendly conversation over a cup of coffee.
This relates to what I said in my Social Media Breakfast talk last week about how we tend to automatically think “modern mass media” when we hear “media.”
I’d love to know how large a fraction you think is covered by that word “(some)” . . .
~
Photo by Dominic Alves.
Category: Marketing & Sales, Social media
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3 Comments so far
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Wow, thanks Tim!
New media is “mass” by way of default, meaning through its distribution and accessibly (i.e. the web - it’s huge). The content, participation and intention in many ways is anything but mass oriented. It all goes back to purpose and perspective. In fact, niche communities, like Ning or other more homegrown means, are making the case for much more intentional, smaller communities. As with any form of communication it is critical that we assess our audience and intent in order to determine if mass distribution of any medium is effective or even appropriate.
There’s a time and place for mass media, but that place is fleeting. Communities are smart, they want more honesty, intentionally and substance.
Some = you and me. The value in social media is in “honing” and “hearing.” By utilizing the format to form quality relationships, the masses become “one’s,” interrelated and separate, interdependent and independent. Hope that that makes sense.
Interesting comments, ladies.
In my view, the social media are inherently confusing because their technologies allow them to blend personal, narrowcast, and broadcast elements all at once.
In the old days, technological limitations meant that it was very clear which “voice” was appropriate for which medium — it was clear you spoke differently on “Face the Nation” than you would in a handwritten note to a friend.
But now the technology enables so much blurring . . . yet companies (and some individuals) haven’t mastered the knack of knowing which voice & reach to use in which situation.