Social Platforms Figure You ...



  • Contra Versy

    Ishmael: Next time, please add more exclamation marks. Singles just don’t cut it anymore.

    And since you asked . . .

    “Social” media is neither “social,” nor media. Discuss.

    Let’s look at the definition of social behavior that “social” media is so dependent on:
    What then distinguishes social behavior? Behavior that is peculiarly social is oriented towards other selves. Such behavior apprehends another as a perceiving, thinking, moral, intentional, and behaving person; considers the intentional or rational meaning of the other’s field of expression; involves expectations about the other’s acts and actions; and manifests an intention to invoke in another self certain experiences and intentions. What differentiates social from nonsocial behavior, then, is whether another self is taken into account in one’s acts, actions, or practices.

    OK – do you truly believe that another self is taken into account by a tweeter, LI or FB poster who simply wants to tout a product, service or the latest diet soft drink? Of course not. The current forms of “social media” are anti-social at best. They illustrate how society has walled itself into a belief system that everyone’s opinions and behavior are the greatest since . . . well, in a long time.

    Here’s another definition: Social acts, actions, and practices: A social act is any intention, aim, plan, purpose, and so on which encompasses another self. These may be affecting another’s emotions, intentions, or beliefs; or anticipating another’s acts, actions, or practices.1 Examples of social acts would be courtship, helping another run for a political office, teaching, buying a gift, or trying to embarrass an enemy. Social actions then are directed towards accomplishing a social act. So long as their purpose is a social act, actions are social whether involving other selves or not, whether anticipating another’s acts, actions, or practices.

    Sales, marketing, positive communication that leads to interactive outcomes, relies on trust. Or as author Michael Vickers states in his book, Becoming Preferred, “Your goal as a sales and service professional is to become the emotional favorite. You must make your customers feel special. Every touch should be a rose that separates you from the competition. Identify (customer) values. Respond with insight: Target specific benefits. Add your value to their value.”

    Even when you include “social” media into crowd-sourcing, most buyers don’t have time or habit-compatibility with “social” media as a recommendation, background or knowledge-instantiating source that creates their decision. “Social” media is not as engaging as you think: Someone’s tweet about how good a B2B “solution” is, doesn’t do diddly to sell it to crabby Marge or nit-picker Bob in procurement. It doesn’t. They want to hear from a human being. And the “social” media hasn’t added value to their value.

    I realize that none of you, including Ishmael, are going to stop doing your “social” media. Or your emailing to the person sitting in the office next to you (be sure to Copy All). But if you want to engage with people on a solution or an idea, why not call or speak face-to-face? Reduce the walls. Create trust. Hold your hand out and really BE. That’s social.

    Note to people are “busy” twittering away your time: If you’re tweeting, or FBing, you’re not closing deals. Period. So get back to work.

    I’m out.

    Becoming Preferred:


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