“The only true wisdom is in knowing you know nothing.†~ Socrates
Through the benefit of modern technology we hold the key to more knowledge than could have been imagined only a few years ago. In his book “Net Smart: How to Thrive Online†author and online pioneer Howard Rheingold writes about becoming literate in these processes that are changing our world. The information surrounds us, but without key literacies being distributed among all people we risk suffering from information overload. While we need a good deal of discretionary filtering to glean the right answers from the static, the ability to use “collective intelligence†helps us broaden our horizons and answer almost any question. Doing this collectively is important because “All of us can be smarter than any of us.â€
While there are many online choices for collaboration, one of the most dynamic is the use of instant communications via Twitter chats to discuss key topics of interest. Rather than a data dump into a reservoir for future consumption, here collaboration becomes alive and global online discussions in real time are the result. Almost as a self-fulfilling prophesy, discussing social media itself is a frequent topic since every day there are changes and improvements to an already vital medium. There is also a fair amount of side chatter that if taken seriously would lead us down the wrong path. Since social media touches all of our lives (or soon will) we need to fine tune our crap filters to differentiate collective intelligence from bandwagon idiocy. We need to identify those barriers to correct information and discern how to use social media as a tool of collaboration.
- Expertise in Social Media Does Not Exist – Paraphrasing Socrates, the only true knowledge of social media is to know that nobody has the vision to see all possible outcomes. The typical early adopter of any of the social media tools must devote an enormous amount of energy in becoming proficient only to learn that it was “improved†and the learning curve starts all over again. Worse yet, new tools enter the market almost daily and the crystal ball of success is always clouded until somebody goes through the pain of detailed application to reality and to business. Justifying the commitment of resources to explore and measure application and usefulness of social media tools is complicated and difficult.
- Social Media Use Is Never Universal – While expertise in marketing a product or service to companies through social media may result in a body of useful knowledge, to offer that experience as advice to job seekers looking to connect with a company hiring manager is horribly misleading. Likewise, PR is different from HR. Taking lessons learned out of context is a huge crap generator. Some crap originators actually think they are contributing to the public good while not realizing the limits of their perspective. To paraphrase the philosopher Anonymous, the road to failure is paved with good intentions. Filtering is necessary not only for eliminating irrelevant data but also in segregating useful ideas that are beneficial.
- Using Social Media Is Not Managing Social Media – There are people who are expertly connecting to friends, family, coworkers and the world through social media outlets and are misled into believing that they are natural leaders since they “grew up with it.†Unfortunately, most of these self appointed experts do not have practical business experience in budgeting and using analytical tools. Proving a business case and the ROI of social media use in a company requires justifying an investment of scarce resources that could be used in any number of ways. This is an area where the buy-in is not intuitive and must be logical rather than emotional or personal.
- Business Application of Social Media Tools is Situational – There will be different basic needs for service organizations and manufacturing companies. Other specialized industries have intricate complications not visible unless experienced firsthand. Several years of experience in non-related activities is not a proving ground for expertise in regulated industries such as pharmaceutical, biotech, or financial services. Unless the legal implications of FDA, SEC and FINRA are considered when building a business plan for social media usage, a viable policy for its use is impossible. Justifiably conservative, these companies will always value the protection of the business over an assumed need for social media.
There are two criteria necessary for increasing the knowledge of social media practices. One is to guard against the false prophets of crap. The other is to actively stimulate curiosity, listen attentively, and contribute to the common message responsibly. Do it now… tomorrow it will change again!
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