Social Media Cynics in the Press Room

Photo by eLi on Flickr

I was sitting in the AIIM/On Demand press room yesterday when I heard a number of people making fun of Twitter and questioning the value of social networking in general. I only had a quick moment to gather my things (and send a tweet, no lie) so I couldn't evangelize and explain to them that they were completely missing the point and as journalists and PR people they were ignoring a huge opportunity.

Missing the Point on Twitter

One of the problems with Twitter is that it asks: "What are you doing?" That suggests to a lot of people who haven't used it that it's frivolous. "Oh I don't care that someone is eating a ham sandwich for lunch." But that's not what Twitter is about anymore (if it ever was) and what's more, I don't think the question accurately reflects what Twitter provides for people as an online service. I remember in the early days of blogging people used blogs for a similar personal purpose and it was seen as self-serving and egotistical, but it's so much more than that.

When you write it off because you don't care what people are doing, Twitter has failed to communicate its mission, but luckily it has a base of passionate users like me who can carry that mission forward and explain to people why it's an important and growing communications phenomenon where real business gets done.

Required Reading

First thing I would do is have everyone read World Wide Rave by David Meerman Scott, then Seth Godin's free Tribes eBook. I would have them check out Havi Brooks' totally excellent article called The 'I don't have time for social networking" thing. That should get them started and these sources alone should at least reduce the cynicism and raise the notion of a value proposition.

More than This

I see so much value in social media, and I see so much curiosity about it from so many people who are just beginning to see the benefits, that I'm still shocked when I hear people dismiss it out of hand. Whether you realize it or not, there's a whole wide world of social media going on around you and it's no less powerful than that after-work networking function. In fact, it's probably more so because instead of a room full of people, you can literally reach millions (or at least a smaller group of people who care about what you're doing and can spread your message, whatever it is, for you).

I guess I wish I had said more, that I had taken a few moments to share why social media is so important and so exciting to me. If I had it to do again, I would have told them it''s not about "What are you doing?" It's about "How can I help you?"

Comments

[Morriss Partee]

Christine Pilch made a great point at PodCamp WesternMass (you were sorely missed, but I understand!). She said that a person has to be ready for social media on their own timeframe. You can't force them there. You can explain things, but ultimately they have to see the value for themselves. This is ESPECIALLY true in established media, where the entire social media/networking phenomenon is rapidly destroying the gatekeeping status they've enjoyed for so long. Why would they want to embrace something that is de-throning them?

[Ron Miller]

I would think they would want to embrace social media because it's not dethroning them at all. It's giving them the path to remain relevant, to build an interested audience, to participate and thrive under the way publishing works today. The 20th century publishing model is dead. You can choose to move on and find strategies to survive and thrive in the (not so) new world or you can risk leaving yourself irrelevant. Sure it's a choice, but I think it's a pretty clear one.

[Christine Pilch]

I find it curious that many of Twitter's most vocal critics have never used the platform. In my opinion, criticizing something about which one has no knowledge just proves ignorance.

And in the meantime, they miss out on opportunities daily that others seize, so ultimately, they lose. But you can't force anybody to embrace something that they may fear, are intimidated by, or believe has no value. They have to recognize the value of social media in their own time. They will come around eventually, but at what cost to themselves in the meantime?

[Ron Miller]

Thanks for the great comment, Christine. And you're absolutely right. These people were basing their opinions on articles that were critical of Twitter (which were probably also written by people who hadn't used it). Until you try it, you just can't know how great it is.

[SpinItUp]

I agree with Morriss that you can't "force them there", but we can absolutely help to reduce the hurdles, eliminate the ignorance, and share best practices for removing fear of failure from the equation.

Transparency and sharing define the SM generation, and are continually helping to reduce the FUD factor for the hold-outs. Each time we share our success and show the value of an SM campaign, provide instructions and best practices for setting up a SM-oriented practice, and talk about how it is being used, we help others prepare to dip their toe in the water.