Taking the Plunge into the Social Media Swim

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It takes about 6 months of immersion and splashing about  in the waters of Social Media  to feel  comfortable and confident enough to not just tread water but make strokes that might lead to reaching one of the other sides.  That is of course if any of the other sides are visible, as the social network is far larger than any public amenity previously encountered by a an order of magnitude.  For those about to jump in for the first time – do not be afraid – the temperature is fine and its predominantly shallow water.  You wont get into difficulties and the worst thing that can happen is a little bit of personal embarrassment, but then nobody is really watching that closely.

During those months of familiarization, learning how to engage with Facebook, posting to your wall, writing up your “resume on steroids” aka Linkedin, pinning your curated content on Pinterest or taking the bolder step of blogging or tweeting you may have wondered a little bit about this medium, the proximity of millions of people all swimming about much the same as you.  What is it?  Rushing through the list of possible descriptors it’s a club, a hangout, its a place to share your thoughts and life with friends , it’s a knowledge pool, it’s the maker and breaker of news. it’s the university of life, the crucible of change even revolution, it’s a marketing paradise.  Finally a reliable source on how commercial brands can track the public success of and reaction to their products and identity.  And that is how it is viewed today.   At a recent Social Media Week event in New York the main topic of conversation was how to use the social network for competitive advantage, with the focus almost exclusively on the marketing advantage.   One of the biggest discussions of the week was who owned Social Media – marketing or PR, and ancillary to that was the often expressed sentiment that CMOs owned Social Media and the strategy around it.  Furthermore that ownership and the technical budget that accompanies it indicates that the CIO should now report to the CMO.

Social Media spoils, Marketing versus PR, or Google versus Facebook or Apple

But before anyone stakes a claim on Social Media, shouldn’t we first understand more about Social Media, what it is, how it is structured (or non-structured) and what are the economics of the model(s), who are the principle players, what are the constituent parts, and what are the appropriate standards and rights that should attend the use and access to this massive data universe.  And the questions do not end here.   Most importantly what is the value of the Social Network to the individual, the private citizen, the corporate or public sector employee, the community, the enterprise, the nation, mankind?  Without doubt it is worth far more than the sum of its parts, but the largest opportunity of all lies in collaboration.  Being able to reach out and share is the fundamental behavior of the social network, and millions upon millions of people do so every day.  They participate, contribute and collaborate freely and willingly, and it is manna from heaven for the marketing profession, who understandably have sharpened their knives to capture the likes and dislikes of the masses.  But if that energy and effort is properly channeled, if tasks can be performed by social network teams, if thoughts and ideas can be evolved and extended to stimulate innovation then marketing will be just the tip of the value iceberg.

In the end no-one can or should own the social network, money will be made from it, reputations will be won or lost, but ultimately the social network benefits and belongs to all of us, to Everyman.  We are all contributors, we are all curators, we are all custodians, and our first task as stewards is to define and describe the infant that is our charge, so that we may nurture and care for its health and growth.  This blog will attempt to start that process, and with a lot of help from others (both a plea and an invitation)  hope to bring some focus and understanding to the ever expanding pool of knowledge and resource that is the social network.

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