There’s groupthink in any industry, but I think ours in Social Media is full of it to an extreme extent.
Because it’s so relatively new (although some of us has been interacting socially on the web for 15 years before the tools got nifty pastel gradients and friendly icons reminiscent of songbirds) people are busy looking for any validation of their beliefs due to either their inexperience, their need to be like others, or simply professionally being able to point to someone else.
Unlike any other marketing/PR/customer service/etc. function, social media crosses so many barriers and traditional silos that it literally scares people. We who live “in the biz” forget that this isn’t second nature and intimidating to most not just because of the tools but the impending culture shift, contradicting what years of B-school and hierarchies reinforced.
And what do people do when they’re scared? Come together. At times through religion. Add into the mix it’s digital and many people over 40 don’t have much value for bits and bytes and/or culturally don’t understand their significance, you have a flock of converts under attack looking for leadership.
The Universal Law (Benefit) of Social Media
However, in order for our industry to grow, and for the real, universal benefit of social media – connecting people to make things happen, whatever that “thing” is to you – true progress is going to be made not by parroting the current leaders of the social media industry, but by taking their experience and trying new things. Working it. I say this with the utmost respect, but the only real difference between them and everyone else is the willingness to try something and do the hustle to make it work, and being willing to fail (which by the way, is much easier said than done, and one of many reasons to respect thought leaders).
After all, there is no formula when dealing with people; and this is dealing with people to the largest extent. Every situation you’re going to want to draw on yours and others experiences, real data, ask hard questions and be willing to listen to the answers, even if they don’t match your initial thought.
You need to be willing to act quickly, decisively, and comport to the needs of your community, not necessarily your needs.
So go out, be fruitful, be an evangelist for your brand, love your users, love your community, and charge on. We might have different sized caravans – or lone riders on a trusty steed. But if you want to make things happen – be that trailblazer with your own ideas.
Comments